How is This Humanly Possible?

When I first watched this advertisement I thought "How does this guy do this?? It's truly mind-boggling!"

For the launch of their Economy Comfort Product KLM put a man sitting on air in Manchester Airport. The man is Ramana, a magician from the Netherlands. He looks to be comfortably sitting on air and reading a newspaper while passersby look in awe at the magician. The mechanism used is a chair installed inside the clothing which holds him up the way he is.