ETIHAD AIRWAYS, a great challenge…

July 2003 is the date of the born of Etihad Airways, but months before, actually the year before, the Italian High Fashion designer  Ettore Bilotta has been choosen to design the look of the first uniforms for the flight staff. When we met for the first time he has enjoyed my fashion work, especially some “white-look” images on a white background. This made born a partnership, friendship and mutual esteem that still characterizes our relationship. The proposal to take me with him and his staff in Abu Dhabi for the presentation of the uniforms to the management of Etihad and especially to Sheikh Zayed Bin Sultan Al Nahyan, has naturally gratified me greatly and gave great emotion. It has been a great privilege and at the same time a great opportunity. In fact it has been in Abu Dhabi that I met those responsible for the division “Communication & Product Development” of the company, managed by an agency in London. And it was on that occasion that I was hired for the realization of two images for the international advertising campaign of “pre-launch” of the new born airline, the two portraits “Preparing for take off”. For Ettore I realized all the reportage of the presentation and a look book of the new uniforms in an hotel, in the city of Abu Dhabi and in the closest desert as a location. All with the presence of an English troupe that in meantime was realizing advertising material for Etihad and on Ettore as a fashion designer. In these pictures a few moments of this unforgettable experience.