Virgin Atlantic has partnered with crystal supplier Swarovski to create sleeping masks worth nearly $4,000 a pair. Five limited-edition eyeshades will be distributed to passengers to celebrate the launch of new amenity kits, which will appear in every cabin on Virgin Atlantic flights.
The masks, which are part of the Economy amenity kit, feature sunglass designs, from the classic Wayfarer to the shutter shade made famous by Kanye West. The five bespoke eyeshades feature thousands of tiny red, white and blue crystals, all applied by hand by artist Saima Anwar (who also creates crystal eyelashes for celebrities such as Katy Perry). It took 10 hours to make each mask, and over 3,000 Swarovski crystals. The masks will be hidden on flights around the globe this week, and five lucky passengers will open their amenity kit and find the exclusive crystal-adorned shades.
Virgin Atlantic’s Upper Class cabin has featured Swarovski crystals on the cabin walls since the launch of the Upper Class Suite in 2003, and most recently unveiled a bespoke crystal curtains onboard, adorned with over 1,000 Swarovski crystals each in the revamped suite aboard A330 aircraft. On Sept. 1, passengers traveling in Economy have begun receiving new amenity kits containing eyeshades featuring one of six sunglass designs, including a pair of heart shaped sunnies, John Lennon-esque circular specs and some ’80s retro shades.
Passengers in Premium Economy will receive kits in charcoal gray pouches, made from recycled plastic bottles with silk linings. They double as travel wallets, so as to give them a second life. In Upper Class, Virgin Atlantic travelers will be presented with amenity kits made from the same recycled material, but in pouches sized perfectly to hold tablet devices and e-readers. The campaign is called and coined “The Most Expensive Night’s Sleep Ever”.
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