Pakistan's leading fashion designer to create new PIA uniforms
Pakistan International Airlines (PIA)
has appointed leading Pakistani fashion designer Hassan
Sheheryar Yasin, widely known as HSY, to create new uniforms for its cabin
crew, with the designs scheduled to debut on October 31.
The national flag carrier said the collection would combine elements of
Pakistan’s cultural heritage with modern tailoring, while prioritising comfort,
functionality and a professional appearance for cabin crew members.
The new uniforms are expected to make their first appearance aboard PIA’s
inaugural Boeing 787-9 Dreamliner flight from London to Islamabad, linking the
launch to the airline’s broader efforts to refresh its brand identity under its
new consortium-led management.
PIA spokesperson Abdullah Hafeez Khan described the initiative as part of
the airline’s ongoing transformation, saying the designs would introduce a
contemporary look while strengthening crew confidence and comfort.
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In a post on social media platform X, the airline characterised the project
as a return of high fashion to its onboard image, highlighting HSY’s role in
developing a distinctive appearance for its cabin staff.
Focus on Pakistani heritage and practical design
According to PIA, the new collection has been developed to meet the demands
of airline operations, particularly on long-haul flights, where cabin crew
require uniforms that allow ease of movement and remain comfortable during
extended working hours.
The designs incorporate breathable fabrics, ergonomic construction and
structured tailoring, seeking to balance durability with a refined appearance.
Cultural craftsmanship and locally inspired detailing are also intended to give
the uniforms a distinctly Pakistani identity.
HSY said the assignment carried significance beyond fashion, describing it
as an opportunity to represent the country’s identity and hospitality through
the national airline.
He said the objective was to develop apparel that would enable crew members
to feel confident and comfortable while reflecting Pakistan’s heritage in
international aviation.
The final collection was selected following a competitive presentation in
Karachi, where 10 prominent Pakistani designers submitted their concepts to a
jury of fashion professionals and industry representatives, according to the
airline.
PIA’s longstanding connection with international fashion
The latest initiative builds on PIA’s historical association with prominent
designers, dating back several decades.
In 1966, French designer Pierre Cardin created a distinctive uniform
featuring an A-line tunic and hood, helping establish the airline’s reputation
for innovative cabin crew styling.
The airline’s fashion legacy continued during the 1970s, when British
designer Sir Hardy Amies, known for his work as a royal couturier to Queen
Elizabeth II, contributed his tailoring expertise to PIA’s uniforms.
More recently, designs inspired by Pakistani fashion designer Nomi Ansari
remained part of the carrier’s visual identity for approximately 12 years, the
airline said.
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HSY’s appointment continues this tradition of using fashion to reinforce the
airline’s image while bringing a prominent name in Pakistani couture into its
latest branding initiative.
A new look amid PIA’s transformation
The uniform launch comes as PIA seeks to modernise its image and improve its
positioning in international markets. The airline’s new management has been
tasked with revitalising operations and strengthening its commercial prospects
following the carrier’s privatisation process.
Although uniforms are primarily a practical requirement, they also form an
important part of an airline’s public identity, influencing how passengers
perceive its service, professionalism and national character.
The October 31 unveiling will therefore serve as both a fashion launch and a
visible element of PIA’s wider rebranding effort.
By combining contemporary design with Pakistani craftsmanship, the airline
aims to present a refreshed image that reflects its heritage while aligning
with the expectations of modern international travellers.
Source: Express Tribune