PCIAW® Celebrates Riyadh Air’s New Uniform Launch at Paris Haute Couture Week 2024

Riyadh Air, Saudia Arabia’s new world-class airline unveiled its luxury fashion concept for its frontline staff at the Monnaie de Paris during Paris Haute Couture Week and PCIAW® was honoured to be invited to attend and celebrate this significant moment of our latest member in the airline industry.

The uniform collection, referred to as ‘cabin crew fashion’ by the Riyadh Air team features 35 outfits for seasonal variation, including 10 different looks for women and 5 for the men to dress the airline’s flight attendants, pilots, airport agents and concierges.

Designed by Mohammed Ashi, Founder of Ashi Studio, the Riyadh Air cabin crew takes inspiration from the ‘golden era’ of aviation back in the 1950s and 1960s, defining his vision with curved lines, sculptured silhouettes and solid base colours.

Tailored suits, coats, dresses, trousers and iconic pillbox hats were elegantly on display in the fashion show runway, alongside custom leather shoes, boxy handbags and statement sunglasses, emphasising a retro-modern twist that artfully blends sophisticated high-fashion with a conservative, functional elegance.

The design intends to make a respectful statement that will make people take notice when the crews land in international airports around the world. The uniform collection, comprised of fine wools and cashmere outwear emphasises modernity, representing the kingdom of Saudi Arabia with an average age of 29 that is opening itself to the world.

Riyadh Air’s fashion collection has a unique colour palette that pays homage to Saudi Arabia’s open seas of lavender that have become somewhat of a national symbol to represent its warm hospitality during official state visits. The colours were created bespoke for Riyadh Air, as the ‘electric amethyst’ hue offers a vibrancy for the female staff, whilst the male counterparts wear ‘dark amethyst’ for a refined and distinguished aesthetic.

The reveal of Riyadh Air’s fashion exemplifies the practical requirements of uniforms, as integrated hijabs offer inclusivity to the workforce, alongside boat neck collars for style and comfort, whilst tulip cuffs offer a polished functionality for everyday movements.

Left: Tony Douglas, CEO, Riyadh Air
Right: Mohammed Ashi, Creative Director

Tony Douglas, CEO, Riyadh Air commented: “This has been a landmark occasion for Riyadh Air, and it shows just how far we’ve come in a short space of time. For a start-up airline to be showcasing our new fashion collection during Haute Couture Week in Paris shows what an impact Riyadh Air is having globally. Working with Ashi on these designs has been a tremendous experience for all of us.”

Declan Osborn, Editor, PCIAW® said: “The way in which Riyadh Air has revealed its new cabin crew design at Haute Couture Week shows how seriously the airline takes professional clothing and values the impact that uniforms have on customer experience. This is one of the most significant moments for professional clothing in years and the PCIAW® is proud to have supported our member during the monumental occasion.”

Launched in March 2023, Riyadh Air plans to make its maiden flight in mid-2025 and is expected to fly to more than 100 destinations around the world.

See the full collection on Riyadh Air’s website: https://www.riyadhair.com/

PCIAW Uniform Networks Buyer, Trusted member