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 curated capsule of travel-ready essentials, designed by travelers for travelers.

Every item in the line made traveling lighter and easier, like multi-use sustainable shoes, a TSA-friendly toiletry system, destination-inspired sunglasses, and more. Each product sourced from independent businesses and inspired by destinations around the world.

 

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.

 

Creative Credits:
CD: Sean McLaughlin
Creatives: Michelle Lamont + Peter Jostrand