Etihad Airways, in association with Lakmé Fashion Week, 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 modernizing 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 Center 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 Feb. 1.
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.
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 Center to allow viewers to share in the excitement of attending my Lakmé Fashion Week Festive collection showcase.
“Even after 26 years, it is always special marking firsts — from partnering with Etihad Airways for the first time, to being the first Indian designer to create a virtual reality show. It feels great to see all the effort and hard work along with innovation and creativity result in this unprecedented experience. I have traveled to Abu Dhabi many times and I absolutely love the city for its culture and history. It is a fascinating destination where traditionalism meets modernism and technology.”
Renowned for modernizing 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 Center 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 Feb. 1.
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.
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 Center to allow viewers to share in the excitement of attending my Lakmé Fashion Week Festive collection showcase.
“Even after 26 years, it is always special marking firsts — from partnering with Etihad Airways for the first time, to being the first Indian designer to create a virtual reality show. It feels great to see all the effort and hard work along with innovation and creativity result in this unprecedented experience. I have traveled to Abu Dhabi many times and I absolutely love the city for its culture and history. It is a fascinating destination where traditionalism meets modernism and technology.”
