Abu Dhabi-based airline Etihad Airways has leveraged its sponsorships of global fashion week and its Platinum Partner status of Louvre Abu Dhabi to launch a new Emirati designed loungewear collection available to First Class passengers and guests of The Residence on board the airline’s A380s.
The stylish new line has been designed by Emirati brand A Friend of Mine by Xpoze following an extensive brief from the airline, which was seeking innovative and striking designs for in-flight apparel that would be comfortable and functional. Importantly, the creations would have to be high-quality, wearable onboard for relaxing and sleeping, yet be simple and stylish enough to be worn outdoors or matched with other items of clothing.
“In today’s throw-away culture, it has never been more important for us to challenge the norms and to create clothing which can be enjoyed inflight, yet be strong and trendy enough to be kept and worn again as a bespoke item, whether relaxing at home or out with friends,” says Linda Celestino, Etihad Airways vice president Guest Experience and Delivery. “By doing so we also present our guests with a long-lasting and valuable memento of their experience with us.”
The new Etihad loungewear is inspired by the simplicity, clean lines, and timeless elegance of traditional Emirati dress, cleverly combined with current global trends to create an aesthetic unique to Etihad. Simple, earthy colours have been used to ensure that the pieces in the collection complement all skin tones, and can be easily matched with other items of clothing for everyday wear. Made of anti-bacterial and hypoallergenic Modal, the loungewear is free of unnecessary stitching and embellishments and is crease-resistant and breathable.
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