Oscar de la Renta Is Heading to Australia Courtesy of Airline Sponsor
Etihad Airways is slated to sponsor 17 major fashion events by 2017.
Oscar de la Renta is heading to Sydney, Australia, courtesy of Etihad Airways.
The UAE's national airline announced Thursday that it has inked an agreement with WME | IMG to become the first multinational, multiyear airline to sponsor the industry's fashion weeks. It's a major move for Etihad, considering past fashion week sponsors have typically been car companies including Lexus, Mercedes-Benz and Cadillac.
Etihad Airways will support fashion weeks held around the world including New York, London, Milan, Berlin, Mumbai and Sydney, where ODLR will showcase its summer 2016 collection at Mercedes-Benz Fashion Week Australia on May 20. Executive vp Eliza Bolen will rep the fashion house down under.
"This is a landmark deal because it goes beyond traditional sponsorship and is a world-first agreement for an airline group," Etihad Airways president and CEO James Hogan said in a statement. "As a result of our business model, Etihad Airways Partners will collectively unveil a wide range of exciting new fashion initiatives for guests in our home market of Abu Dhabi and throughout the world."
Etihad Airways and its partners — which include Alitalia, Jet Airways, airberlin, Air Serbia, Air Seychelles, NIKI and Etihad Regional — also will be part of the airline's agreement with WME | IMG, which also owns IMG Models and The Wall Group, and will help the fashion industry travel between key events throughout the year.
The Abu Dhabi carrier will debut its presence in Sydney and continue to sponsor five additional events in 2016 before expanding to a total of 17 men's and women's fashion events in 2017.
Looks like the sky's the limit when it comes to fashion.