Riyadh Air unveils uniform collaboration with ASHI Studio in Paris
A model walks the runway in ASHI Studio's design at Haute Couture Week in Paris
Riyadh Air, in collaboration with the Saudi fashion designer Ashi, founder of Parisian couture house ASHI Studio, has unveiled its first-ever fashion collection, during Haute Couture Week in Paris.
The airline took to the runway to showcase its new lifestyle collection for its frontline team members in the fashion capital of the world. The exclusive fashion line is made up of dozens of male and female looks, of which 15 were revealed during Paris Fashion Week last month. The luxury Riyadh Air concepts unveiled in Paris included timeless cashmere outerwear, dresses and trousers made of fine wool, custom leather footwear, amethyst earrings and iconic pillbox hats, all inspired by 1950s airline fashion, in a nod to what it widely considered the “golden age” in aviation, the press release said, but with a modern styling for a future-forward look.
The event was attended by distinguished guests which included senior stakeholders, diplomats and celebrities. Riyadh Air and Lucid, maker of the world's most advanced electric vehicles, also took the opportunity during Haute Couture Week in Paris to reaffirm their shared commitment to sustainable transport and eco-friendly practices. Lucid and Riyadh Air have a partnership with a shared vision for the future of sustainable transportation exploring the collaboration across co-marketing, commercial and operational streams for passengers.
For the uniform line, Ashi has cultivated completely new color tones for the looks, including Electric Amethyst for womenswear, and Dark Amethyst for menswear, of which the full collection is scheduled for launch early next year. The unique amethyst shades pay homage to Saudi Arabia’s lavender fields and are rooted within Riyadh Air’s primary color. The Saudi fashion designer drew inspiration from the Riyadh Air aircraft livery to deliver completely bespoke colors for the new collection.
Ten womenswear looks were showcased on the Paris runway, each complemented by accessories such as trademark shoes and hats. Five menswear looks were also unveiled during the Haute Couture Week showcase.
The fashion collection will be worn by Riyadh Air cabin crew, pilots, concierges and airport agents, and can be updated seasonally.
Ashi included distinctive Riyadh Air elements within the concepts, such as the 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.
Riyadh Air CEO Tony Douglas said, “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 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 recognizable 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 of our values and attention to detail at Riyadh Air.”
Ashi, Founder and Creative Director of ASHI STUDIO, commented on the collection: “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. Fashion and aviation have seen collaborations in the past, but its pinnacle was over 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.”
He also said, “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 modernized 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 close to a year on the design, with the color development taking more than six months.
Riyadh Air is on schedule to make its maiden flight in 2025.
