Etihad Airways has teamed up with renowned Indian fashion designer Manish Malhotra to showcase the artiste’s latest collection at the forthcoming Lakmé Fashion Week in Mumbai.
The award-winning airline will join the highly acclaimed designer at India’s leading fashion event for the unveiling of his winter collection, taking place in the country’s commercial capital from 24 to 28 August.
Known for designing lavish costumes for Bollywood film stars and Indian cinema for more than two decades, Manish Malhotra has captured the imagination of fashionistas around the world.
His opening night show on 24 August, ‘Etihad Airways Presents Manish Malhotra’, will be shot in virtual reality allowing viewers to feel the excitement of being present at the show, whether backstage, front row or at the post-show party.
The collaboration with Manish Malhotra is the latest initiative by the Abu Dhabi-based airline following its recently-announced sponsorship efforts to become the fashion industry’s preferred airline. This will help further elevate the airline’s premium brand positioning alongside the world’s most revered luxury brands.
Patrick Pierce, vice president sponsorship at Etihad Airways, said: “The fashion industry and Etihad Airways represent an ideal brand fit, sharing attributes of being ambitious, innovative and creative – key characteristics that are reflected in our renowned inflight service and hospitality.
“We are therefore delighted to collaborate with Manish Malhotra, one of India’s most celebrated fashion designers, for his opening night event at Lakmé Fashion Week.”