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Watch: Etihad gets creative with safety demonstration

Film features catwalk models and couture outfits by renowned British designer

Image Credit: Etihad
A still from Etihad's 'Runway to Runway' film.

Dubai: Etihad has just gotten creative with flight safety demonstration.

The UAE-based carrier has recently released a film that goes beyond the usual, and it takes viewers to a completely different journey.

In the video, dubbed ‘Runway to Runway,’ viewers are shown how to wear the life vest, fasten the seatbelt, put the oxygen mask on, or brace for impact, but the setting is about far more than just a normal flight.

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There are catwalk models sitting in front of the mirror and getting their hair done, but have to put some mask on for some reason, while another one in a glitzy gown is having her “seatbelt” fixed.

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The film also features more than 17 couture outfits by renowned British designer Julien Macdonald, as well as the airline’s cabin crew.

“[It] draws parallels between the production of a high-end fashion show and the preparation that goes into ensuring a safe and comfortable flight,” the airline said.

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A number of airlines have taken a different approach in creating safety videos in order to engage the passengers. British Airways has collaborated with Comic Relief to produce a video of celebrities demonstrating safety instructions and emergency procedures.

Air New Zealand’s safety video had earlier received rave reviews for taking inspiration from and featuring the characters of The Hobbit.

Etihad’s video was launched on Thursday, during the opening night of the New York Fashion Week (NYFW).

A short version of the film will be shown on-board from October. However, it will not replace the existing safety video, as it is intended only for publicity purposes.

Passengers can also watch the full version of the video from November on Etihad’s ‘Runway to Runway’ TV channel on E-BOX in-flight entertainment.

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