RIYADH, Saudi Arabia,
June 28, 2024 /PRNewswire/
-- Riyadh Air, Saudi Arabia's
new world-class airline and fully owned by the Public Investment
Fund (PIF), in collaboration with the Saudi fashion designer Ashi,
founder of Parisian couture house ASHI Studio, has unveiled its
first-ever fashion collection, during Haute Couture Week in
Paris.
The airline took to the runway in style showcasing its stunning new
lifestyle collection for its frontline team members in the fashion
capital of the world. The exclusive fashion line is made up of
dozens of male and female looks, of which 15 were revealed during
the most prestigious fashion week of the year. The luxury Riyadh
Air concepts unveiled in Paris
comprised of timeless cashmere outerwear, dresses and trousers made
of fine wools, custom leather footwear, amethyst earrings, and
iconic pillbox hats, all of which are inspired by 1950s airline
fashion, widely considered as the 'golden age' in aviation, but
with bold, modern styling for a future-forward brand.
Riyadh Air and Lucid, maker of the world's most advanced
electric vehicles, also took the opportunity during Haute Couture
Week in Paris to reaffirm their
shared commitment to sustainable transport and eco-friendly
practices. Lucid and Riyadh Air have an innovative partnership with
a shared vision for the future of sustainable transportation
exploring the collaboration across co-marketing, commercial, and
operational streams for guests.
Ashi has cultivated completely new color tones for the looks,
including the chic and elegant Electric Amethyst for womenswear,
and Dark Amethyst for menswear, of which the full collection is
scheduled for launch early next year. The amethyst shades pay
homage to Saudi Arabia's lavender
fields and are rooted within Riyadh Air's primary color. Ashi took
inspiration from the Riyadh Air aircraft livery to deliver
completely bespoke colors for the new timeless collection. They
were also carefully designed to complement the cabin interiors
which will be revealed later this year.
Ten womenswear looks were showcased on the runway, each of which
were complemented by accessories such as trademark shoes and hats.
Five menswear looks were also unveiled during the showcase.
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 lines, shadows and the
silhouettes of the new fashion line. The coats and jackets worn at
the Paris launch also include the
same modern lines as seen on the Riyadh Air logo.
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."
Photos: https://drive.google.com/drive/folders/1jXLJ0srNRgs5oA2pOoXye3RmsUX_X6lC
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