New British Airways flights between London City airport and Milan have taken off.
The double-daily service is being flown by an Embraer 190 aircraft, supplementing flights to the Italian city from Stansted.
Basic single fares from London City and Stansted to Milan start at £59.
Italian airline Meridiana, which codeshares on BA services between Heathrow and Milan Linate, will also codeshare on the new service from London City.
Young models from Nottingham University posed on the runway at London City to mark the start of the new service to the fashion capital of Europe.
BA customer and commercial general manager, Luke Hayhoe, said: “As our new service links two of the greatest fashion cities in the world it was fitting to ask these young models to help us celebrate the launch of flights to Milan.
“This is a very exciting new route for us as it will appeal to both business and leisure customers.
“The flights compliment the British Airways Heathrow service, offering our customers more choice with well-timed flights to Linate, Milan’s most central airport.”
London City sales director, Bernard Lavelle, added: “Milan and London share financial hub status and cultural importance as global centres for fashion and design, with BA’s service between London City and Milan Linate playing an important role in connecting the two.”