Etihad Airways is debuting at NYFW a new Runway to Runway video that captures the airline’s parallels with the fashion industry


BY OBI ANYANWU

The love affair between the fashion industry and the airline industry has been quiet and rather tepid. The relationship seemed like nothing more than a fling by going only as far as new uniform designs and sponsorships, but that was before Etihad Airways launched its Runway to Runway program in February. Etihad is taking the romance to the next level with a new fashion-themed short video, which launched at NYFW on Thursday.

Shot by award-winning director Paul Butterworth, the Runway to Runway video combines the elements of airplane safety precautions with fashion show preparation. The hectic energy of backstage surprisingly quells the anxiety that comes before takeoff, and replaces the feeling with excitement. Etihad also partnered on the video with British designer Julien MacDonald, who lent 17 couture outfits that have appeared in past collections.

Though the Runway to Runway video illustrates the parallels between fashion and flying, the video is also a way to get frequent flyers into shopping again, especially millennial shoppers that have traded product buying for experiential spending. While Delta and United tap designers and brands such as Zac Posen, Tracy Reese and Brooks Brothers to design uniforms for its employees, Etihad is putting fashion in your face in a unique way that goes beyond what the staff is wearing.

Etihad is committed to the fashion industry, and we’re witnessing the relationship between the airline and the fashion industry taking off.

 

Director | Paul Butterworth


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