Friday, June 28, 2024
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Riyadh Air, Saudi Arabia’s newly launched airline fully owned by the Public Investment Fund (PIF), has debuted its inaugural fashion collection in collaboration with Ashi, the Saudi fashion designer and founder of the Parisian couture house ASHI Studio, at Haute Couture Week in Paris.
The airline debuted its stunning new lifestyle collection for frontline team members in Paris, the fashion capital. The exclusive line includes dozens of male and female outfits, with 15 showcased at the prestigious fashion week. Inspired by the 1950s ‘golden age’ of aviation, the luxury Riyadh Air concepts feature timeless cashmere outerwear, fine wool dresses and trousers, custom leather footwear, amethyst earrings, and iconic pillbox hats, all reimagined with bold, modern styling.
During Haute Couture Week, Riyadh Air and Lucid, renowned for advanced electric vehicles, reaffirmed their commitment to sustainable transport. Their partnership aims for a future of eco-friendly practices through collaborative efforts in co-marketing, commercial ventures, and operational innovation.
Ashi introduced new color tones for the collection, including Electric Amethyst for women and Dark Amethyst for men, inspired by Saudi Arabia’s lavender fields and Riyadh Air’s signature colors. These bespoke shades, reflecting the airline’s livery, were designed to harmonize with upcoming cabin interiors.
The runway presentation featured ten women’s looks, accessorized with trademark shoes and hats, alongside five men’s looks. Each ensemble incorporated Riyadh Air’s distinctive elements, from iconic canopy twists to modern lines echoing the airline’s logo, seen in coats and jackets worn at the Paris launch.
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 said: “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.”
