OREANDA-NEWS. More than 140 Southwest Airlines (NYSE: LUV) Customers are heading to The Magnificent Mile® in Chicago with spending money after fashion models put on a show on their flight at 35,000 feet. The "Runway in the Sky" kicks off a renewed partnership between Southwest Airlines and The Magnificent Mile Association. In addition to being longtime partners, Southwest Airlines is now the Official Airline of the Magnificent Mile, and it's celebrating with a truly unique experience-turning Flight 904 from New York (LaGuardia) to Chicago (Midway) into a fashion show in the air. Six Factor Models took to the aisle-turned-runway, showing off the latest fall fashions from Macy's at Water Tower Place on North Michigan Avenue. At the end of the fashion show, every Customer was surprised when fashion icon Carrie Lannon announced that everyone would be getting off the flight with a USD 100 gift card to spend at a retailer on The Magnificent Mile.

"After years of working together to delight guests during our annual tree-lighting parade to kick off the holiday season, we are thrilled that this new partnership will bring unique value to visitors headed to The Magnificent Mile all year round," said John Chikow, President/CEO of The Magnificent Mile Association.

The Runway in the Sky kicks off The Magnificent Mile Shopping Festival™ presented by MasterCard®. The festival runs from August 22 through September 1, 2014. This year's festival even includes a weekend-long ShopFest on August 23-24 where North Michigan Avenue turns inside out, as retailers greet shoppers with "pop up" shopping displays and interactive experiences. As part of ShopFest, Southwest Airlines will present Andy Grammer live in concert at the John Hancock Center plaza (875 N. Michigan Avenue) at 1:00 p.m. on Saturday, August 23. The event is free and open to the public. It will be followed by a meet-and-greet with the singer-songwriter at Water Tower Place (835 N. Michigan Avenue) at 2:00 p.m.

"This partnership takes The Magnificent Mile and Southwest Airlines to new heights," said Teresa Laraba, Southwest Airlines Senior Vice President Customers. "We always want to provide a unique experience to our Customers whether at the airport, in the air, or at home."