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Come for the Amenity Kits, Stay for the Flight
Airlines are wooing first-class passengers with elaborate complementary products sourced from the most luxe companies—and getting influencers’ attention in the process.
ANA, Japan’s largest airline, collaborates with luggage maker Ettinger and Sensai cosmetics for first-class offerings, while British Airways works with The White Company for its toiletry kit and Temperley London for its amenity bag. In recent years, airlines have introduced private suites with closing doors, onboard showers, and multi-course menus crafted by Michelin-starred chefs served on high-quality crockery, like the William Edwards plates on British Airways. “It’s everything from in-flight entertainment to amenities, the food and beverage program, the wine program—everything that the passenger tastes, smells, touches, sleeps on, consumes, et cetera, is designed by this team, and we leave nothing to chance.”
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