MUMBAI: A star-studded show kicked off Lakmé Fashion Week in Mumbai on August 24 with Etihad Airways presenting the celebrated Indian designer Manish Malhotra at the unveiling of his winter festive collection, reports e-turbo news.
Famed for his lavish Bollywood costume designs, Malhotra’s stunning show featuring 75 models was attended by more than 400 guests who experienced an innovative adaptation of a traditional opening, ‘Etihad Airways Presents Manish Malhotra’, a showcase shot completely in virtual reality (VR) – a first for an Indian designer. Etihad Airways’ signature boarding music featured in the finale of the show held in the courtyard of the ITC Grand Central hotel.
It comes just months after Etihad Airways used the pioneering 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.
Bollywood movie stars Shraddha Kapoor and Sushant Singh Rajput walked the ramp at last night’s show wearing stunning outfits designed by Malhotra. Guests included actresses Shilpa Shetty, Dia Mirza and Sushmita Sen from India’s film capital, together with corporate executives and fashion media.
The collaboration with the celebrity designer is the latest initiative by Abu Dhabi-based Etihad Airways following its recently-announced sponsorship programme to become the fashion industry’s preferred airline. Earlier this year, Etihad Airways struck a comprehensive global agreement with WME | IMG as a long-term partner of the fashion industry, connecting the airline with the fashion capitals of the world.
Mumbai is the latest stop in Etihad Airways’ global fashion sponsorship, supporting 17 fashion week events worldwide every year. It follows on from the airline’s recent participation at the Mercedes-Benz Fashion Week Berlin and Mercedes-Benz Fashion Week Australia. Shows in London, Milan and New York follow next month.