In an unusual fashion 

Just imagine - you're heading to the tube station around 10 am, getting comfortable with your book on a  Central line train to Ealing Broadway, when a real fashion show starts in the isle of a train.

Or even better - flying from Israel to Hungary, you wouldn't expect a sky defile in the airplane isle.

But it's not a joke and the shows were performed at different times as effective and eye-catchy advertising campaigns.

It all started in September 2009 with the first ever fashion show on a moving train. This day Central line passengers had an opportunity to see the models wearing high-treet designs just on a train's isle. A promotional  collaboration between Marks and Spencer, John Lewis, Selfridges, House of Fraser, Next, Debenhams, River Island and Uniqlo attracted media attention and a flow of tube passengers due to its unexpected creativity and innovative approach. The promotion gave a flying start to a number of other pre-fashion week events. 

After the effort made by competitors under ground,  a US fashion brand Banana Republic has managed to reach the sky.  An unexpected fashion show was hosted by Virgin Airlines on a flight from New York in March 2012. It was a first one of its kind and drew media attention along with extra customers both to Virgin and Banana Republic.

A similar collaboration took place recently as an introduction of a new low-fare Wizz Air flight form Budapest to Tel Aviv with models dressed in Israeli designer creations. With a very limited changing space and narrow walking isles of a Wizz Air aircraft, models have managed to succeed in performing a brilliant show.