Jet setting across the runway and into flight mode

Have you ever thought about what air travel was like during the ‘golden era’ of aviation? We’re talking full meals on real bone china, large seats with ample legroom, and glamorous stewardesses dressed to the nines in pillbox hats and decorative gloves.

Back then, the fashion diktat for women highlighted their femininity and formality. Some of the iconic ’50s silhouettes included hourglass shapes with cinched waists, full skirts and fitted bodices. Bringing back this golden age of luxury travel and fashion, Saudi Arabia’s new airline Riyadh Air launched its first-ever lifestyle collection during the Paris Haute Couture Week 2024.

In this unique twist, the world’s skies met the elegance of the runway as the startup airline took flight into the realm of haute couture and transported us to the 1950s. Merging the spirit of aviation with high fashion, the new lifestyle collection for the brand’s frontline team consists of dozens of male and female looks—15 of which were unveiled in the fashion capital.

The airline collaborated with Saudi fashion designer Ashi, founder of Parisian couture house ASHI Studio, for the collection. Bringing a modern touch to the vintage designs, Ashi says, “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.”

The luxury Riyadh Air concepts unveiled in Paris were the result of a year-long collaboration between the designer and the airline. The colour development alone took over six months. The outcome? Timeless cashmere outerwear, dresses and trousers made of fine wool took over the runway. The designer used chic and elegant ‘Electric Amethyst’ hues for womenswear, and ‘Dark Amethyst’ for menswear.

Ashi 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 curved lines and sculptured silhouettes of the new collection. The coats and jackets worn at the Paris launch also include the same modern lines as seen on the Riyadh Air logo.

The collection brings back the iconic pillbox hat—a small, brimless, round hat featuring straight, upright sides and a flat crown. There’s a signature wing detail on the jacket and bespoke brooches that are unique to the airline.

The women’s collection features an elegant boat neck collar, tulip cuffs, custom leather footwear and amethyst earrings. Another removable collar drapes over the shoulder to form an asymmetrical wing shape. The menswear, on the other hand, is a curation of sharp debonair styles, and monotoned, solid-coloured suits.

Highlighting the practicality of the fashion line, Ashi says, “It’s easy and comfortable to wear.” He adds, “What we’ve done here is modernised the lines and pushed them to be more relevant but with the glamour of the golden era.”

The fashion collection unveiled at Haute Couture Week will be worn by Riyadh Air cabin crew, pilots, concierges, and airport agents, and can be changed seasonally. Talking about the same, Riyadh Air CEO Tony Douglas, says, “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.”

Launched in March 2023, Riyadh Air aims to be a digitally-led, full-service airline that adopts global sustainability and safety practices across its advanced fleet of aircraft. Equipped with state-of-the-art features and best-in-class cabin interiors, the airline will take its first flight in mid-2025.

Moreover, the airline has an ambitious goal of connecting more than 100 destinations around the world by 2030. For more information, click here.