Collaborations are no longer just for the 2000s as Riyadh Air prepares to unveil its inaugural cabin crew fashion line at Haute Couture Week in Paris on Thursday 27 June.

With the aim to highlight Saudi Arabia’s newest airline’s commitment to luxury, sophistication and cultural pride, Riyadh Air’s new uniforms promise to blend traditional Saudi aesthetics with modern design elements.

Under the creative direction of renowned Saudi designer Ashi, the uniforms are expected to feature high-quality materials and innovative designs that cater to the dynamic needs of cabin crew members. As such, not only will the crew look impeccable, importantly, they’ll be able to perform their duties efficiently.

Boasting an impressive list of celebrity clients including Beyoncé, Zendaya, Sonam Kapoor, and Penelope Cruz, Ashi is the first Gulf designer to be included in the Business of Fashion’s index of the people sharing the fashion industry in 2023 (BoF500). He is also the Gulf’s first couturier guest member to join the 2023 Fédération de la Haute Couture in Paris. His involvement positions Riyadh Air as a symbol of contemporary Saudi culture, combining elegance and practicality. The upcoming reveal is ahead of a full uniform launch later in 2024, prior to the airline’s maiden voyage in 2025.

The design and style of the uniform can significantly impact passengers’ perceptions and experiences. Riyadh Air’s new uniform draws inspiration from regional culture and contemporary aesthetics. The aim is to establish a strong brand identity that is not only visually appealing, but fosters a sense of pride among crew members.

Cabin crew uniforms are more than just outfits, they serve multiple purposes. They are a critical element of an airline’s brand identity representing the company’s values and enhancing brand visibility. This also has a security and safety element to it, conforming with regulations, so passengers can easily recognise the crew.

Practicality is equally crucial. Uniforms must be comfortable, durable, and capable of the large variety of tasks the crew need to perform. This is why airlines like Emirates and Etihad use easy-care fabrics and functional pockets for strategic tools including safety equipment. They also often have adjustable hems and belts to accommodate different body types to ensure a professional appearance.

For Riydah Air, the launch of their cabin crew uniform signals an important step towards becoming a recognised global carrier. This is a symbol of representation of the Middle East. Watch this space for the reveal!