Luxury fashion etailer Net-A-Porter has announced a partnership with Cathay Pacific.
The venture, which includes brother brand Mr Porter, will see it become the first ever e-commerce platform available via Cathay Pacific's new inflight Wi-Fi on the A350 aircraft.
It is Net-A-Porter's latest bid to ramp up services to the Asia Pacific region, with Cathay Pacific the flag carrier of Hong Kong.
As part of the partnership, Net-A-Porter and Mr Porter will be accessible to shop and read 10,000 meters up in the air.
For a period of seven months, passengers will receive complimentary access to shop on the platforms and access exclusive offers.
Additionally, both Net-A-Porter and Mr Porter's weekly shoppable magazines will be available during the inflight journey.
Passengers who shop inflight can have their purchases delivered directly to their preferred addresses at their arrival destination.
Net-A-Porter and Mr Porter offer same day delivery services in London and Manhattan, with Net-A-Porter extending the service to Hong Kong.
Copies of Porter magazine, the bi-monthly print publication by Net-A-Porter, and The Mr Porter Post will be available in in Cathay Pacific’s lounges in Hong Kong, London and San Francisco.
The digital version of Porter Magazine will be available on the A350’s e-magazine section.
Net-A-Porter vice president of global buying Sarah Rutson said the partnership aims to extend services to customers.
"Our customers are international, always on the move and time poor and so they value convenience above all.
"We built our business on going the extra mile for our customers, and this project is an extension of our mission; with inflight connectivity we are enabling them to shop the very best edit of the world’s top brands whilst traveling the globe."