Nicole Kidman in an ad for Etihad Airways.

In the first deal of its kind, Etihad Airways has partnered with WME | IMG to become the official airline of fashion by committing to supporting 17 fashion week events around the world, starting with bringing Oscar de la Renta to the runway of Mercedes Benz Fashion Week in Australia on May 20th. Other locales that Etihad will provide service for will be New York Fashion Week: The Shows, MADE Fashion Week, London Fashion Week, London Collections Men, Milan Fashion Week: Milano Moda Donna, Milano Moda Uomo, Mercedes-Benz Fashion Week Berlin, Mercedes-Benz Fashion Week Australia and Lakme Fashion Week (Mumbai).

eithad airways x fashion
Eithad Airways Uniform Campaign

With all of the traveling involved in high-profile fashion careers it’s surprising that a partnership like this hasn’t happened before now. The four main fashion hubs – New York, London, Paris, and Milan – have the fashion elite jumping around the country at least eight times a year and that isn’t accounting for smaller fashion weeks and editorial photo shoots in faraway places. Etihad, which is the national airline of he UAE, is hoping to capitalize on this clothes-centric transit. By providing a service that makes commutes easier for models, designers, stylists, editors, photographers, and everyone else involved in the production of a fashion week, the airline is hoping to become the default travel provider for the movers and shakers of the style world.

With airlines getting pricier and more physically uncomfortable every year, the jet-set lifestyle sometimes seems like more of a hassle than an exciting prospect. It will be interesting to see if Etihad Airways and WME | IMG can bring glamour back to travel. Maybe they’ll start with the flight attendants’ uniforms?

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