There’s nothing new about airlines partnering with a destination or a festival, but Southwest Airlines often puts a distinct twist on things.

Southwest passengers on flight 904 from New York (LGA) to Chicago (Midway) on August 18 got a runway show inside the Boeing 737 as six Factor models strutted their stuff up and down the aisle to promote the airline renewing its partnership with The Magnificent Mile Shopping Festival August 22 to September 1 in Chicago.

In addition to getting an eyeful, the passengers each received $100 gift cards to spend at the festival.

Southwest labeled the show its first “runway in the sky.”

Here’s the video:

Photo Credit: Southwest Airlines hosted a fashion show on Flight 904 from New York (LGA) to Chicago (Midway) to tout the airline's renewed partnership with The Magnificent Mile Shopping Festival. Southwest Airlines / YouTube