Chic And Elegant

Riyadh Air, Saudi Arabia’s new world-class airline, roared down the Paris Haute Couture Week runway in style as it unveiled its first-ever fashion collection.

The airline, which is fully owned by the country’s Public Investment Fund (PIF), showcased its stunning new lifestyle collection – designed by Paris-based Saudi designer Mohammed Ashi – for its frontline team members.

The exclusive fashion line is made up of dozens of male and female looks, of which 15 were revealed during the most prestigious fashion week of the year.

Future-Forward Brand

The luxury Riyadh Air concepts unveiled in Paris comprised timeless cashmere outerwear, dresses and trousers made of fine wools, custom leather footwear, amethyst earrings, and iconic pillbox hats.

All are inspired by 1950s airline fashion, widely considered as the ‘golden age’ in aviation, but with bold, modern styling for a future-forward brand.

The historic event was attended by many guests, including senior stakeholders, diplomats and celebrities.

Shared Commitment

Riyadh Air and Lucid, the maker of the world’s most advanced electric vehicles, also took the opportunity to reaffirm their shared commitment to sustainable transport and eco-friendly practices.

Lucid and Riyadh Air have an innovative partnership with a shared vision for the future of sustainable transportation exploring the collaboration across co-marketing, commercial, and operational streams for guests.

Homage

For the new clothing line, Ashi – who is the creative director at his own fashion house, called ASHI Studio, in Paris – has cultivated completely new colour tones for the various looks, including the chic and elegant Electric Amethyst for womenswear and Dark Amethyst for menswear. The full collection is scheduled to launch early next year.

The unique amethyst shades pay homage to Saudi Arabia’s stunning lavender fields and are rooted within Riyadh Air’s primary colour.

Ashi took inspiration from the Riyadh Air aircraft livery to deliver completely bespoke colours for the new timeless collection. They were also carefully designed to complement the cabin interiors which will be revealed later this year.

Ten womenswear looks were showcased on the Paris runway, each of which was complemented by accessories such as trademark shoes and hats. Five menswear looks were also unveiled during the first-of-its-kind Haute Couture Week showcase.

Distinctive Elements

The fashion collection, to be worn by Riyadh Air cabin crew, pilots, concierges, and airport agents, can be changed seasonally, keeping the looks fresh all year round.

Ashi cleverly included distinctive Riyadh Air elements within the concepts, such as the iconic canopy twist found in the Riyadh Air brand, and incorporated them in the lines, shadows and silhouettes of the new fashion line. The coats and jackets worn at the Paris launch also include the same modern lines as seen on the Riyadh Air logo.

 “This has been a landmark occasion for Riyadh Air, and it shows just how far we’ve come in a short space of time,” said Riyadh Air CEO Tony Douglas.

“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 and we’re all very proud to be able to show off the creations and the full range early next year.

“We have no doubt that the fashion line will soon be recognisable to people all over the world, and that the designs will leave a lasting impression on our guests by the proud team members that wear them.

“When you get up close to the garments you can see the level of detail and intricacy that Ashi has included, which is in complete alignment with our values and attention to detail at Riyadh Air.”

Ashi added that he had sought inspiration for the fashion line from the golden age of luxury aviation in the 1950s.

“Designing for the new national airline from Saudi Arabia has had a big impact on me knowing that we are making a mark in history,” he explained.

“Fashion and aviation have seen collaborations in the past, but its pinnacle was more than 50 years ago and I was keen to be inspired by that time.

“This is an amazing collaboration where fashion is helping to make an airline modern with completely unique looks. It shows that Riyadh Air has no limits and that luxury and attention to detail is key across every aspect of the experience. It’s another first for Riyadh Air and I’m proud to collaborate with the airline.

“There is a practicality aspect of the fashion line that means it’s easy and comfortable to wear. We wanted to have the theme of the collection to pay homage to the golden age of aviation, so I took that literally and went back to the 1950s when luxury aviation was at its peak.

“What we’ve done here is modernised the lines and pushed them to be more relevant but with the glamour of the golden era.”

 Ashi has been collaborating with Riyadh Air for nearly a year on the design of the fashion line with the colour development taking more than six months alone.

Premium Aviation Experience

Riyadh Air is on track to make its maiden flight in 2025, revolutionising the future of air travel through a premium aviation experience for both guests and team members. 

With an unwavering dedication to cutting-edge innovation, Riyadh Air aims to set new standards in the industry and intends to connect passengers to 100 destinations by 2030.

For more information, please visit www.riyadhair.com.

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