Published on : Friday, January 13, 2017
Etihad Airways, in association with Lakmé Fashion Week, today hosted master couturier Manish Malhotra in Abu Dhabi as part of the airline’s latest initiative as the preferred carrier of the global fashion industry.
Renowned for modernising costumes in Bollywood, India’s vibrant film industry, the celebrity designer has redefined the fashion industry with his eponymous label taking Indian couture to the global stage. He visited the airline’s state-of-the-art Innovation Centre and Training Academy and officially launched his Etihad Airways-sponsored virtual reality fashion show, which was filmed using the pioneering technology at Lakmé Fashion Week in Mumbai last August.
With over 75 models on the catwalk, viewers are able to immerse themselves in the show and feel part of the extravagant event, with Manish Malhotra becoming the first Indian fashion designer to present a virtual reality experience. Etihad Airways used the same VR technology to give viewers unprecedented access to the airline’s award-winning Airbus A380 by immersing them in the aircraft cabins in a virtual reality film ‘Reimagine’ featuring Hollywood actress Nicole Kidman.
Lakmé Fashion Week was one of a series of fashion events around the world sponsored by Etihad Airways as part of its three-year agreement with WME | IMG to be the industry’s preferred airline. The next edition of Lakmé Fashion Week takes place in Mumbai from February 1.
During his visit, the acclaimed designer was given a tour of the Innovation Centre that houses mock-ups of Etihad Airways’ A380 and Boeing 787 premium cabins, including its award-winning three-room suite – The Residence.
The visit also covered a tour of the cabin crew training facilities and a Q&A session about the fashion industry, and his lifestyle and travel experiences that was streamed live on social media.
Patrick Pierce, Etihad Airways Vice President Sponsorships, said: “As the international fashion industry prepares for its first major event of the year with another edition of Lakmé Fashion Week in Mumbai next month, we are delighted to host Manish Malhotra in Abu Dhabi.
“He is an energetic, innovative and visionary designer who has helped elevate Mumbai into one of the world’s fashion capitals. We are proud to collaborate with him, particularly in India where Etihad Airways is a key player serving many cities across the country with our strategic partner Jet Airways.”
The influence of fashion spans a huge audience, from mass fashion consumers to the global fashion elite of designers, models, photographers and editors – all of whom Etihad Airways is looking to convert into loyal customers.
Etihad Airways’ positioning as a premium lifestyle airline is reflected by its innovative and stylish designs in product and service on board its luxurious aircraft, including the A380s serving Mumbai, London, Sydney, Melbourne and New York from its Abu Dhabi hub – a perfect fit for high flyers from the fashion industry.
Manish Malhotra, who has completed 26 years in the movie industry and recently celebrated 11 successful years of his label, said: “I am thrilled to launch the immersive virtual reality experience with Etihad Airways at its state-of-the-art Innovation Centre to allow viewers to share in the excitement of attending my Lakmé Fashion Week Festive collection showcase.