KARACHI: Pakistan International Airlines (PIA) has selected celebrated Pakistani fashion designer Hassan Sheheryar Yasin, popularly known as HSY, to design new uniforms for its cabin crew as part of the national carrier’s efforts to refresh its image and onboard identity.
Announcing the development on Thursday, PIA said the collection would combine Pakistan’s cultural heritage with modern fashion while prioritising hospitality, passenger comfort and crew confidence.
The new uniforms are scheduled to make their official debut on October 31 aboard PIA’s inaugural Boeing 787-9 Dreamliner flight from London to Islamabad.
The launch marks another step in the airline’s transformation under its consortium-led new management, with a renewed focus on presenting a contemporary image while retaining its national identity.
HSY Aims to Blend Pakistani Heritage With Modern Fashion
PIA spokesperson Abdullah Hafeez Khan described the collection as a stylish step forward in the airline’s ongoing transformation.
He said the designs would introduce a contemporary aesthetic while keeping the comfort and confidence of cabin crew members at the forefront.
In a post on X, the airline described the initiative as “bringing runway glamour back to the skies” and confirmed HSY’s appointment to create the new uniform designs.
HSY said designing for Pakistan’s national flag carrier was an opportunity to represent the country’s collective pride and hospitality on the international stage.
He explained that the aim was to create uniforms that would make crew members feel confident and comfortable while reflecting Pakistan’s cultural identity.
The designs are intended to tell the country’s story through fashion while presenting a refined and modern appearance at airports around the world.
Comfort and Functionality at the Centre of Designs
According to PIA, the new collection has been developed with the practical demands of airline operations in mind, particularly during long-haul flights.
The uniforms feature breathable fabrics, ergonomic construction and structured tailoring designed to balance comfort, durability and appearance.
The design process also considered the physical movement required of cabin crew members while carrying out their duties.
The colour palette and decorative details draw inspiration from Pakistani cultural craftsmanship, while the overall construction retains the functional features required for airline uniforms.
PIA said the collection was intended to strengthen the airline’s visual identity without compromising the comfort and practicality needed for daily operations.
PIA Recalls Its Legacy of International Fashion Designers
The appointment of HSY continues a longstanding association between PIA and internationally recognised fashion designers.
According to the airline, French designer Pierre Cardin created its pioneering A-line tunic and hood in 1966, helping establish PIA as a prominent name in aviation fashion.
In the 1970s, Sir Hardy Amies, the royal couturier to Queen Elizabeth II, contributed his tailoring expertise to the airline’s uniforms.
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More recently, designs inspired by Pakistani fashion designer Nomi Ansari remained part of PIA’s uniform identity for approximately 12 years, the airline said.
By bringing HSY into the latest redesign, PIA is seeking to build on this fashion heritage while introducing a look suited to its current transformation plans.
Ten Designers Participated in Selection Process
PIA said the final design was selected following a competitive showcase held in Karachi, where 10 leading Pakistani fashion designers presented their concepts.
A jury comprising fashion figures and industry representatives evaluated the proposals before the final selection was made.
HSY, one of Pakistan’s best-known couturiers, has developed an international profile through his couture collections, celebrity styling and participation in global fashion platforms.
His appointment brings a prominent name in Pakistani fashion into the national carrier’s efforts to modernise its public image.
New Uniforms to Debut on October 31
The collection will be introduced to passengers on PIA’s inaugural London-to-Islamabad Boeing 787-9 Dreamliner flight on October 31.
According to the airline, the launch represents a renewed emphasis on comfort, sophistication and national pride as it works to reshape its identity.
The new uniforms are expected to serve as a visible element of that effort, combining contemporary design with references to Pakistan’s cultural heritage.
With the appointment of HSY, PIA is also seeking to revive its association with aviation fashion and present a refreshed image to international passengers.
