Catwalk ‘turbulence’ a bad fit for sponsor

Organizers of an Alaskan fashion show were forced to make last-minute changes to their annual event after a sponsor airline objected to its theme of “turbulence.”

The Wearable Art show, scheduled for mid-February in Anchorage, the state capital, has now altered the theme to “tailwind” after a complaint by Alaska Airlines.

The Seattle-based carrier suggested the change because the word turbulence has a negative association to aviation, the Juneau Empire reported.

“From our side of the house, tailwinds are much more favourable than turbulence,” Alaska Airlines spokesman Tim Thompson pointed out.

The airline donated US$25,000 to the Juneau Arts and Humanities Council, which stages the fashion show, and provided more than US$25,000 in travel credit.

Council spokeswoman Nancy DeCherney said the switch “came abruptly and the artists were taken by surprise,” but the board members feel it’s a positive move.

“It came to our attention that ‘turbulence’ perhaps isn’t positive when connected to an airplane,” she explained.

The thematic makeover is not expected to crimp artistic expression.

“I’d imagine we’ll find some things on the runway that are still referencing turbulence, and that’s just fine,” DeCherney said.