Riyadh Air, Saudi Arabia’s newest world-class airline, made a grand entrance into the fashion world at Paris Haute Couture Week. The airline, fully owned by the Public Investment Fund (PIF), partnered with acclaimed Saudi fashion designer Ashi, founder of Parisian couture house ASHI Studio, to unveil its inaugural fashion collection.
The runway showcase presented a stunning array of lifestyle apparel designed for Riyadh Air’s frontline team members, reflecting the airline’s dedication to luxury and detail. The collection, inspired by the glamour of aviation’s ‘golden age,’ featured 15 looks from a total of dozens designed for both men and women. Timeless cashmere outerwear, dresses and trousers crafted from fine wools, custom leather footwear, amethyst earrings, and iconic pillbox hats epitomized the collection’s elegant aesthetic.
Ashi’s design philosophy was evident in the collection’s color palette. Inspired by Saudi Arabia’s lavender fields, Ashi introduced two new shades – Electric Amethyst for womenswear and Dark Amethyst for menswear – complementing Riyadh Air’s signature primary color. These shades will be fully launched next year, further solidifying Riyadh Air’s brand identity.
The collection seamlessly integrated elements of Riyadh Air’s brand identity, including the iconic canopy twist, into the lines, shadows, and silhouettes of the designs. Coats and jackets mirrored the modern lines of the airline’s logo, showcasing the harmonious synergy between fashion and brand identity.
Riyadh Air CEO Tony Douglas emphasized the significance of the collection, stating, “This has been a landmark occasion for Riyadh Air, demonstrating our global impact in a short time. Showcasing our new fashion collection during Haute Couture Week in Paris is a testament to our progress. Collaborating with Ashi has been a tremendous experience, and we are proud to present these creations.”
He further expressed confidence in the collection’s global recognition, stating, “We believe the fashion line will become globally recognizable and leave a lasting impression on our guests, embodied by our proud team members. The level of detail and intricacy in Ashi’s designs aligns perfectly with our values and attention to detail at Riyadh Air.”
Ashi, the creative force behind the collection, described the collaboration as “a historic moment,” drawing inspiration from the fashion-aviation collaborations of the past. He added, “This collaboration brings modernity to the airline with unique looks, showing that Riyadh Air embraces luxury and attention to detail in every aspect of the experience. It’s an honor to collaborate with Riyadh Air and contribute to this groundbreaking partnership.”
Beyond the fashion showcase, Riyadh Air and Lucid Motors, a leading manufacturer of electric vehicles, reaffirmed their shared commitment to sustainable transportation and eco-friendly practices. The partnership explores collaboration across co-marketing, commercial, and operational streams for guests, aligning with both brands’ visions for a sustainable future.
The unveiling of Riyadh Air’s fashion collection at Paris Haute Couture Week marks a significant milestone for the airline, establishing its presence in the global luxury arena while demonstrating its dedication to innovation and sustainability. The collaboration with Ashi promises to elevate the airline’s brand identity and enhance the guest experience, further solidifying its position as a leader in the aviation industry.
