Moments after the plane took off from Rome, the passengers realized they were not in for another ordinary flight. Instead of coffee service and duty-free announcements, the aisle of the Israir Airbus A320 transformed into a surprising runway: Models walked between the seats wearing a new mini-collection by Yaron Minkowski, created especially for the launch of the airline’s new routes to Italy. A small moment of history was recorded in the industry — the first Israeli fashion show in the air.
Israir marked the launch in Rome with an extraordinary fashion tribute: During a special flight held for the launch of new routes to Bari and Bologna, passengers were treated to a live fashion show at an altitude of about 30,000 feet. Designer Yaron Minkowski, one of the leading names in Israeli fashion, created a series of pieces especially for the event, inspired by the flight attendants’ uniforms and Israir’s logo colors.
Instead of a lit runway — the airplane aisle. Instead of a dressing room — the galley. The models presented designs ranging from nostalgic tributes to classic flight-attendant uniforms to contemporary, playful interpretations: A couture scarf dress made entirely of the attendants’ neck scarves, pieces incorporating color-blocking in the airline’s palette, and items crafted from tulle embroidered in the vibrant colorfulness associated with Minkowski. Even the Israir logo received a twist — the star was transformed into a graphic motif of a flower bouquet.
The event marks the opening shot for Israir’s new routes, which will begin operating for the first time in May 2026 to Bari and Bologna, joining the existing destinations of Rome, Verona, Naples, and Catania. With this expansion, the airline becomes the only Israeli company operating flights to six destinations across Italy.
Hila Hermolin Ronen, Vice President of Marketing and Sales at Israir, said, "The initiative is meant to celebrate the company’s expansion in an unconventional way. A fashion show on an airplane is an experience that has not yet been seen in Israel, and we are proud to surprise passengers from the very moment they board the flight."
Minkowski himself emphasized the importance of promoting Israeli fashion: "I am proud to take part in a collaboration that allows local design to be showcased at 30,000 feet. For me, this is a way to show that Israeli fashion can reach far—literally. We created a new and fresh interpretation that connects the sky, fashion, and Israeli identity."