Check out the reasoning here

A is for Aquascutum
B is for Emily Blunt
C is for Calvin
D is for Dunhill
E is for all things Ethical and Eco
F is for Fuchsia
G is for Gladiator-glam and Louise Goldin
H is for Halston - the revival
I is for Ironic Parisian pop
J is for Jewellery
K is for King's College, London
L is for Laugesen's Leggings
M is for Muse
N is for Nautical
O is for Oscars
P is for Pupa
Q is for Qantas
R is for Regent Street
S is for the Skin + Bones exhibition coming to Somerset House
T is for the Terelj Hotel in Mongolia's Gorkhi-Terelj National Park
U is for Upholstery
V is for Valentine's Day
W is for West, the new East
X is for the Jaguar XF saloon
Y is for Yingying
Z is for the Zighy Bay Hotel

I just had to click to see why Qantas got on the list... have to say, the first class sounds pretty good.