Etihad launches an exclusive luxury loungewear collection
Etihad Airways recently launched a new Emirati designed loungewear collection at an exclusive reception held last night at the Abu Dhabi’s The Louvre. The stylish new line by Emirati brand “A Friend of Mine” by Xpoze will be offered to the airline’s guests on all First Class flights, and also to those staying in The Residence on board the Airbus A380 fleet.
The loungewear collection was designed by “A Friend of Mine” by Xpoze following an extensive brief from the airline, which was seeking innovative and striking designs for inflight apparel which would be comfortable, functional, and would follow the same attention to detail and design principles held by Etihad Airways. Importantly, the creations would have to be high-quality, wearable on-board for relaxing and sleeping, yet be simple and stylish enough to be worn outdoors or matched with other items of clothing.
Linda Celestino, Etihad Airways Vice President Guest Experience and Delivery, said: “We are thrilled to be launching the new Etihad loungewear. 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. This is something uniquely Etihad and reinforces our position as the airline of innovation and choice.”
The new 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.
A Friend of Mine by Xpoze was founded by Rawdha Al Shaffar, Buthaina Al Marri and Fatma Al Muddhareb. In November 2017, the young Emirati brand was announced as the winner of a major competition launched by Etihad Airways in partnership with leading UAE fashion magazine Zahrat Al Khaleej to identify the best local talent to create the new designs. The competition drew almost 71,000 votes via the publication’s social media channels
