Saturday, June 29, 2024

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Riyadh Air, Saudi Arabia’s new world-class airline, wholly 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 fashion collection during Haute Couture. A 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 men’s and women’s looks, with 15 revealed during prestigious fashion weeks. The luxury Riyadh Air concepts unveiled in Paris feature timeless cashmere outerwear, fine wool dresses and trousers, custom leather footwear, amethyst earrings and iconic pillbox hats. The pieces are inspired by the ‘golden age’ of aviation in the 1950s, reimagined with bold, modern styling for a future-forward brand.

During Haute Couture Week, Riyadh Air and Lucid, makers of the world’s most advanced electric vehicles, also reaffirmed their shared commitment to sustainable transportation and environmentally friendly practices. This innovative partnership explores collaboration in co-marketing, commercial and operational streams for guests, aligning with both brands’ vision for the future of sustainable transportation.

Ashi has created completely new color tones for the collection, including chic and elegant electric amethyst for womenswear and dark amethyst for menswear. The shades, due to launch in full next year, pay homage to the lavender fields of Saudi Arabia and are rooted in the primary color of Riyadh Air. 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 such as shoes and hats, and five menswear looks. Ashi incorporated distinctive Riyadh Air elements into the design, such as the iconic canopy twist of the Riyadh Air brand, integrating them into the lines, shadows and silhouettes of the new fashion line. The 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 is a landmark event for Riyadh Air, demonstrating the global impact we have had in such a short space of time. The exhibition of our new fashion collection during Haute Couture Week in Paris is proof of 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 complexity in Ashi’s design 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, the new national airline of Saudi Arabia, is a historic moment. Fashion and aviation collaborations were at their peak 50 years ago, and I was inspired by that era. The collaboration brings modernity to the airline with a unique look, demonstrating Riyadh Air’s attention to detail in every aspect of luxury and experience. It is an honor to collaborate with Riyadh Air and contribute to this groundbreaking partnership.”

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