The Runway Runway – A travel line made by travelers, for travelers
Work work fashion baby…
☝️Never thought I'd be singing these lyrics in reference to my work in airlines
…but here we are!
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Delta wanted to help small businesses bounce back after a devastating pandemic.
So, we partnered with fashion icon, frequent flyer, and small business advocate Issa Rae to create the Runway Runway Collection: a capsule of clothes, accessories, and more – designed by travelers, for travelers.
The line was curated to make traveling light easy, including multi-use sustainable shoes, a magnetic system to hold TSA-compliant toiletries, destination-inspired sunglasses, and more. Each product featured was sourced from an independent business, with unique creative designs inspired from travels around the world—from China to Ghana, New York City to Miami.
The "Runway-Runway" Case Study
We launched the collection at a live fashion event held in an actual airplane hangar at LA Fashion Week. The show was attended by influencers and celebrities as well as streamed live over Instagram. And each designer participated in a sit-down interview with Issa to tell their story.
This initiative was a meaningful way to elevate small business to the global stage, while also allowing Delta break away from the confines of a traditional airline. Travel isn’t only about going places: it inspires design, culture, trends, and is a part of the story of countless small businesses around the world.
PS – Cadence liquid containers are a carry-on game-changer!
Here’s a look at some of the products featured in the collection:
And, some shots from the live runway event:
The Runway Runway initiative got people talking about Delta differently. Non-travel publishers like Hypebeast, Essence and others took note. This matters as the ‘airline category’ tends to move as a pack.
Helping Delta break out creates the distinction they need to stand for more than transportation.
Coverage include: AdAge, Cool Hunting, Ebony, Essence, Forbes, Hello Beautiful, Rolling Out, V Magazine + more
Creative Credits:
CD: Sean McLaughlin
Creatives: Michelle Lamont + Peter Jostrand