Saturday, June 29, 2024
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Riyadh Air, Saudi Arabia’s new world-class airline fully owned by the Public Investment Fund (PIF), has teamed up with acclaimed Saudi fashion designer Ashi, founder of Parisian couture house ASHI Studio, to unveil its first-ever fashion collection during Haute Couture Week in Paris.
Riyadh Air and Saudi Designer Ashi Debut Fashion Collection at Haute Couture Week in Paris
Taking to the runway in style, Riyadh Air showcased its stunning new lifestyle collection for its frontline team members in the fashion capital of the world. This exclusive fashion line includes dozens of male and female looks, with 15 revealed during the prestigious fashion week. The luxurious Riyadh Air concepts unveiled in Paris feature timeless cashmere outerwear, dresses and trousers made of fine wools, custom leather footwear, amethyst earrings, and iconic pillbox hats. These pieces are inspired by the 1950s ‘golden age’ of aviation, reimagined with bold, modern styling for a future-forward brand.
During Haute Couture Week, Riyadh Air and Lucid, the maker of the world’s most advanced electric vehicles, also reaffirmed their shared commitment to sustainable transport and eco-friendly practices. This innovative partnership explores collaboration across co-marketing, commercial, and operational streams for guests, aligning with both brands’ visions for the future of sustainable transportation.
Ashi has crafted completely new color tones for the collection, including the chic and elegant Electric Amethyst for womenswear and Dark Amethyst for menswear. These shades, set to launch fully next year, pay homage to Saudi Arabia’s lavender fields and are rooted in Riyadh Air’s primary color. Ashi drew inspiration from the Riyadh Air aircraft livery, delivering bespoke colors designed to complement the airline’s cabin interiors, which will be revealed later this year.
The runway showcase featured ten womenswear looks, each paired with trademark accessories like shoes and hats, and five menswear looks. Ashi incorporated distinctive Riyadh Air elements within the designs, such as the iconic canopy twist from the Riyadh Air brand, integrating them into the lines, shadows, and silhouettes of the new fashion line. Coats and jackets showcased at the Paris launch also reflect the modern lines seen in the Riyadh Air logo.
Riyadh Air CEO Tony Douglas commented, “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. 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, Founder and Creative Director of ASHI STUDIO, added, “Designing for Riyadh Air, Saudi Arabia’s new national airline, is a historic moment. Fashion and aviation collaborations peaked over 50 years ago, and I was inspired by that era. 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.”
