Harrods is giving a new meaning to high fashion by collaborating with British Airways to stage catwalk shows on-board flights.
The upmarket department store has partnered with the airlines company to turn plane aisles into runways in the sky, in what is expected to be some of the world's most stylish and luxurious flights.
"Harrods is delighted to have partnered with British Airways, bringing together two iconic British brands, to create a spectacular event," said Harrods managing director Michael Ward.
"Celebrating the exceptional design of the A380, we were able to present the talent and creativity of our most respected British fashion designers, in a unique experience at 30,000ft."
The pioneering venture was celebrated earlier this week with the first of the shows taking place on the new A380 flight route from London to Johannesburg and was watched by over 200 passengers.
Models showcased looks by Stella McCartney, Victoria Beckham and Ralph & Russo,Matthew Williamson, Temperley and Stella McCartney.
Jimmy Choo provided shoes for the spectacle, with the show featuring jewellery from Monica Vinader, Astley Clarke, Lara Bohinc and Shaun Leane.
Although details of future catwalks are still under wraps, it has been confirmed that they will be curated by Harrods and staged on private, press-only flights.