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Airlines

In the Battle of the Airline Lifestyle Brands, Etihad's Style Is Expanding

Marisa Garcia

Photo Credit: Flight attendants from Etihad Airways and partners in a promotional image celebrating the airlines' sponsorship of fashion events.  Etihad Airways

Skift Take

The goal is to make airline lifestyle brands relatable, likable, insidery, and envy-inducing badges of honor. Fashion and other style elements are the type of brand associations which make that connection happen. Plus: Women make key travel decisions for themselves and their families.

Etihad Airways is ramping up its lifestyle brand game with a new long-term runway alliance with WME|IMG to support 17 fashion weeks events around the world. Etihad will become the official airline of New York Fashion Week: The Shows, MADE Fashion Week, London Fashion Week, London Collections Men, Milan Fashion Week: Milano Moda Donna, Milano Moda Uomo, Mercedes-Benz Fashion Week Berlin, Mercedes-Benz Fashion Week Australia, and Lakme Fashion Week (Mumbai). That’s a lot of style. “Fashion weeks and Etihad Airways represent an ideal brand fit, as we share attributes of being remarkable, ambitious and innovative,"said James Hogan, Etih

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