Passengers on an Israir flight from Tel Aviv to Rome were treated to an unexpected in-flight fashion show this week, as the airline turned the aisle of its Airbus A320 into a catwalk to mark the launch of new routes to Italy.
About half an hour after takeoff from Ben-Gurion Airport, the aircraft's aisle was transformed into a runway, with models walking between the seats at an altitude of about 30,000 feet.
The event was presented as the first Israeli fashion show ever held on board an Israeli plane, surprising travelers on their way to Rome, one of the world’s fashion capitals.
The show was organized in collaboration with veteran Israeli fashion designer Yaron Minkowski, who created a series of unique looks inspired by Israir’s flight attendants’ uniforms, corporate colors, and logo.
The new designs, in the airline’s signature palette, were presented live to passengers as the cabin briefly became a flying fashion venue.
The midair fashion event served as a festive kickoff for Israir’s expansion in the Italian market. Beginning in May 2026, the carrier will launch new routes to Bari and Bologna, joining its existing destinations in Italy: Rome, Verona, Naples, and Catania.
Israir next steps
With the addition of Bari and Bologna, Israir will operate flights to six Italian cities at the same time, making Italy one of the airline’s key European markets.
Flights to Bari and Bologna are scheduled to operate twice a week, on Mondays and Fridays, with ticket prices starting at $399 per person.
“We at Israir are excited to launch the new routes to Bari and Bologna in May,” said Hila Hermolin Ronen, Israir’s vice president for marketing and sales.
“To mark the launch, we held, for the first time, an Israeli fashion show in the air on an Israeli aircraft, in a special collaboration with designer Yaron Minkowski, who designed outfits inspired by the company’s logo and colors. This is an innovative and unique initiative in Israeli aviation, and we are proud to be the first to surprise our passengers on the flight to Rome with such a special experience.”
Minkowski, one of Israel’s most established designers, said the project was an opportunity to present local fashion in an unconventional setting.
“I am proud to take part in the collaboration with Israir, which makes it possible to present Israeli fashion at an altitude of 30,000 feet,” he said.
“For more than forty years in blue-and-white fashion, it has been important to me to continue strengthening the local fashion industry. Israir lays the world at our feet, and the aircraft aisle becomes a runway that shows how creativity and persistence can take Israeli fashion far. For the show, we created designs inspired by the company’s colors, logo, and the flight attendants’ uniforms, a fresh, new interpretation that connects sky, fashion, and Israeli identity.”
In addition to the new routes, Israir is also promoting a “Shop & Store” shopping holiday concept during the winter sales period in Rome in January and February.
On selected dates, the airline will offer free round-trip transportation from one of the city’s central hotels to the Castel Romano Designer Outlet, about an hour’s drive from Rome. Passengers will be able to leave their shopping bags on the shuttle while they continue browsing and buying at the outlet.