Indian designer and Bollywood favourite Manish Malhotra has partnered with Etihad Airways for a virtual reality fashion show to be held at the upcoming Lakme Fashion Week in Mumbai.
Malhotra’s show, which will open the five-day event on August 24, will be shot in virtual reality giving viewers a different insight into the concept, from the backstage to the front row or at the post-show party.
The announcement was made at a press conference in Mumbai, which included a preview of the designer’s collection that highlights Indian craftsmanship combined with modern silhouettes.
“I am delighted to be partnering with Etihad as two future forward brands come together. This will be the very first fashion show that will give viewers an experience beyond frontiers, space and time,” said the designer.
The association with Manish Malhotra is the latest initiative by the Abu Dhabi-based airline following its recently-announced global agreement with WME-IMG. The partnership spans 17 global fashion week events worldwide, including Mumbai, New York, London, Sydney and Milan.
This is the second designer collaboration for Etihad Airways after working with the Oscar de la Renta fashion house in Australia earlier this summer. The airline had earlier released a virtual reality film called ‘Reimagine’ featuring Hollywood actress Nicole Kidman, its brand ambassador.