As it prepares for its operational launch, expected in mid-2025, new Saudi carrier Riyadh Air keeps disclosing aspects of its brand identity and the travel experience it intends to offer its customers.
On the latest occasion, it was the uniforms for Riyadh Air’s cabin crew and other customer-facing staff, which are the work of Saudi designer Mohammed Ashi and his Paris-based fashion studio Ashi Studio.
Out of dozens of different designs created by Ashi Studio specifically for Riyadh Air, 15 were showcased at a special event on June 27, 2024, during the Paris Haute Couture Week.
The collection, which is inspired by the so-called ‘Golden Age’ of air travel in the 1950s, includes a broad variety of items made using high-quality materials such as cashmere, fine wools and leather. Ashi has also paid close attention to complementary items, which include amethyst earrings and a modern take on the pillbox-style hats so distinctive of mid-20th Century cabin crew fashion.
As for the colors, several shades of amethyst have been selected, in line with Riyadh Air’s colorful corporate image and livery, which hints towards Saudi Arabia’s lavender fields.
Commenting on the occasion, Tony Douglas, Riyadh Air’s CEO, said: “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.”