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DHL is back in the fashion game, this time sponsoring a show at New York’s JFK airport. The event, which took place on 7th February, was meant to highlight sustainable shipping and logistics in fashion.

The event was organised by model and fashion show producer Jessica Minh Anh, and showcased eight different collections from around the world.

"Since shipping and logistics are such a critical part of the fashion industry, it is important to highlight the option of green logistics solutions, which help minimize environmental damages and reduce transport-related emissions,” Anh said.

Promotional photos toyed with the dual meaning of “runway” and showed Anh and other models posing in, on or alongside DHL delivery trucks, planes, cargo loaders and other airport paraphernalia, including one shot of Anh crouched inside the nacelle of a jet engine wearing a white suit and DHL-branded boxing gloves.

At the end of the show, the models all filed away onto a plane.

DHL Express’ foray into fashion began when Parisian design company Vetements included an unremarkable DHL-branded shirt in their 2016 spring collection, possibly as an “anti-fashion” statement.

DHL embraced its moment on the catwalk and snapped photos of its then-CEO, Ken Allen, strutting his own stuff at company headquarters.

Source: Business Insider

Header image: Julio Rivera

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