Ashi, the renowned Saudi-born couturier, has been selected to design the cabin crew uniforms for Riyadh Air while he also prepares for a major couture show in Paris, according to Fashion Network.

Image Source: Mohammed Ashi
Image Source Mohammed Ashi

Riyadh Air to Redefine Luxury Travel

This exciting announcement marks another step forward for Riyadh Air, Saudi Arabia’s soon-to-launch airline. With a mission to redefine luxury travel, Riyadh Air aims to seamlessly blend high fashion, cutting-edge design, and unparalleled functionality.

Backed by the Public Investment Fund (PIF), a powerhouse government entity, Riyadh Air promises to revolutionise the aviation industry. Their focus on digital innovation and meticulous attention to detail will ensure an unmatched customer experience.

Ashi, Founder and Creative Director of Ashi Studio, said,

“It’s such an honour to collaborate with Riyadh Air to design the airline’s first ever cabin crew fashion line. The airline will play an important role in the future of Saudi Arabia by making Riyadh one of the world’s key destinations. I am delighted to be part of a project so significant for our nation… I am looking forward to sharing the cabin crew fashion line with the world, and to seeing the Riyadh Air team wearing my creations when it takes its maiden flight in 2025.”

Fashion Meets Aviation

Riyadh Air CEO Tony Douglas expressed, “It is a hugely proud moment for Riyadh Air to be working with an exceptionally talented designer such as Mohammed Ashi for our beautiful cabin crew fashion line. Our cabin crew personify the panache and style that Riyadh Air represents, making it imperative to partner with a like-minded innovator who not only understands Saudi Arabian culture and hospitality but also captures the essence of our brand with a bold, visual impact.”

Image Source: Ashi/Riyadh Air via Fashion Network
Image Source AshiRiyadh Air via Fashion Network

Ashi Joins Elite: First Gulf Designer in Paris Haute Couture Federation

Mohammed Ashi was born in 1980 in Saudi Arabia. At 13, he moved to the US, attending boarding school in Burlington, Vermont. He then went on to earn a master’s degree in marketing at NYU.

He is a pioneering fashion designer from the Gulf region who experienced a transformative journey that began with witnessing the September 11 attacks in New York. This event led him to Paris, where he declared his desire to study fashion, much to his family’s initial dismay.

Ashi financed his education at Esmod Paris and Esmod Beirut, graduating in 2004. He interned with Riccardo Tisci at Givenchy and worked with Elie Saab before opening his own fashion house in Beirut in 2007.

Ashi’s Artistic Journey: From Riyadh to Paris

Ashi’s talent was recognised by Vogue Italia’s Franca Sozzani, who encouraged him to venture into ready-to-wear fashion. However, following her death and rising political tensions between Saudi Arabia and Lebanon, Ashi moved to Paris, where he established a studio. His first significant runway show took place at the Ritz in 2019.

In 2023, Ashi became the first couturier from the Gulf to join the Fédération de la Haute Couture in Paris as a guest member, a milestone celebrated widely in the Gulf.

His designs, known for their emotional depth and dark romanticism, have been worn by celebrities such as Eva Longoria, Lady Gaga, Kelly Rowland, and Beyoncé. Ashi continues to make an impact globally, recently staging a triumphant show at Riyadh Fashion Week.

The runway show wasn’t just a collection launch; it was a triumphant return for Ashi. The event solidified his position as a fashion powerhouse. Aptly titled “8PM,” the collection drew inspiration from the captivating desert nights of his homeland.

When asked to define his DNA, Ashi said, “I have a story to tell. A story of dark romance. A sad moment can touch you more than a happy one. Probably I took some of that from Riccardo, especially as he was in that sort of mood when I work with him.” He added, “It’s more about giving emotions than giving a dress. I don’t call what I do dresses, they are objects,” he hoots with laughter.

A model presents a creation by Ashi Studio during the Women's Haute-Couture Fall/Winter 2023/2024 Fashion Week at the Jean-Jacques Henner Museum in Paris on July 6. Image Source: AFP
A model presents a creation by Ashi Studio during the Womens Haute Couture FallWinter 20232024 Fashion Week at the Jean Jacques Henner Museum in Paris on July 6 Image Source AFP

Prepares for Paris Fashion Extravaganza

His next step is a runway show on the final day of couture week, scheduled for Thursday morning, June 27, at the Musée de la Monnaie on the banks of the Seine before an audience of 250 guests.

“It will be my biggest collection, 40 looks. And most expressive collection,” predicts Ashi, who will break new ground with black femme fatale dresses made of soft banana leaf gelatine fabrics or raffia and taffeta gowns sculpted in his effervescent style.

Before the full uniform launch for the fall. An avionic collection by Ashi designed to ensure Riyadh Air cabin crew not only look impeccable but are comfortable and can deliver unrivalled, professional and first-class service to its guests.

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