British department store Harrods has departed from norm, teaming with British Airways to take their fashion to the skies with an in-flight fashion show.
Harrods hopes to benefit from the word-of-mouth and social media buzz from 200 champagne-sipping guests who enjoyed models walk the aisle of the plane wearing British designers.
The show took place mid-flight on the British Airways plane bound for Johannesburg, South Africa. Along with champagne, guests enjoyed a high tea of food prepared by luxury Johannesburg hotel, The Saxon.
The high-flying fashion show follows Harrods focus on creating experiences for all of its customers.
Principal at Boston Retail Partners Walter Deacon said it was a brilliant idea to combine these two British icons into a single event. “Harrods has been able to generate significant buzz, evidenced by the fact we are talking about it,” Mr Deacon added.
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