The Danish girls’ label Only has hired an airplane to take its denim collection across Europe. Only is sending an airplane to Turkey to pick up the freshly made collection and within five days is expected to fly across Europe to sell the trend-driven collection to wholesale customers in 13 destinations right next to the runway. The idea behind it all? Only wants to match the velocity of its denim line literally. With this event Only is looking to strengthen its position as an aggressive fast-fashion brand. As a result, the delivery of the col¬lection will take place four to six weeks later. The planned stopovers include airports in Denmark, Sweden, Germany, France, Switzerland, The Netherlands and Belgium.

—Regina Henkel