Posted by Sade Williams
Etihad Airways and celebrated British designer Julien Macdonald OBE, hosted an intimate celebration of fashion last night at the UAE national airline’s state-of-the-art Innovation Training Academy in Abu Dhabi. Etihad Airways is a sponsor of 17 annual Fashion Weeks around the world, in partnership with WME | IMG.
The exclusive event, which showcased some of Julien Macdonald’s creations, was also attended by renowned stylist Karl Plewka, fashion and lifestyle media, up-and-coming Emirati and Arab fashion designers, regional social influencers, corporate partners and Etihad Airways employees.
The airline took the opportunity to screen its new promotional fashion film, titled ‘Runway to Runway’, which was launched on 7 September on the opening night of NYFW: The Shows in New York. Featuring 17 of Macdonald’s couture outfits, and WME | IMG models, the short inflight film draws parallels between the production of a high-end fashion show and the preparation that goes into ensuring a safe and comfortable flight. The film was directed by award-winning director Paul Butterworth and also features unique integrations with global brands IWC Schaffhausen and BMW.
One of the highlights of the evening was a catwalk show presenting outfits created by talented local fashion designers and brands including Endemage, Twisted Roots, Taller Marmo, Noora Hefzi, Kage, Effa, Bambah, Jelena Bin Drai, Baruni, Dima Ayad, Madiyah Al Sharqi, and Sem Sem.
All invited guests were awarded top tier Gold Status founding membership with ‘Runway to Runway’, the airline’s unique rewards program specially designed to support the fashion community’s international travel requirements.
Etihad Aviation Group (EAG) is a diversified global aviation and travel group comprising five business divisions – Etihad Airways, the national airline of the United Arab Emirates, Etihad Airways Engineering, Etihad Airport Services, Hala Group and Airline Equity Partners. The group has minority investments in six airlines: airberlin, Air Serbia, Air Seychelles, Alitalia, Jet Airways, and Virgin Australia.
From its Abu Dhabi base, Etihad Airways flies to, or has announced plans to serve, more than 110 passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia and the Americas. In 2013, it placed firm orders for 204 aircraft, which included 71 Boeing 787s, 25 Boeing 777Xs, 62 Airbus A350s and 10 Airbus A380s.