Lufthansa Partners the 25th Edition of Lakme’s Fashion Week

German carrier Lufthansa partnered Mindshare India to become an official partner of Lakme Fashion Week’s 25th marquee event in late March. 

This landmark partnership fused travel, fashion, and lifestyle through “Ashen Roses”, an exclusive bespoke luxury runway collection created by Falguni Shane Peacock for Lufthansa, paying homage to boldness, craftmanship and sophistication.

The runway at Lakme Fashion Week served as the perfect stage for this unique collaboration, where couture and global connectivity came together.

Sng Ju Stephanie, Global Marketing, South Asia & Southeast Asia of Lufthansa Group, shared,  “Lufthansa is excited to partner with Lakme Fashion Week, where the worlds of fashion and travel seamlessly blend. This association embodies the spirit of Lufthansa as a travel-lifestyle companion. Just as we connect people to new destinations, delivering best-in-class experiences, this collaboration synergizes a journey of creativity, culture, and endless possibilities.”

Amin Lakhani, CEO of Mindshare South Asia, added “Fashion and travel both symbolize exploration and self-expression. With this partnership between Lufthansa and Lakmé Fashion Week, Mindshare India reinforces its commitment to crafting immersive brand experiences and bringing bold visions to life. Just as Lufthansa connects travelers to destinations, their debut in the Indian fashion industry through LFW blends luxury travel and creativity, leaving a lasting impact on both industries.”

According to ASN data, the airline category has invested about US$215k in fashion related sponsorship across Asia since Q3222, with an average quarterly investment of a mere US$18k during this period. Investment has been rather muted since Q124  and it is about time airlines scoured for deals in the fashion world.