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Jeddah - Yasmine El Tohamy - RIYADH: Saudi Arabia’s new airline, Riyadh Air, is set to unveil its cabin crew special uniform at the upcoming Paris Fashion Week, according to its CEO.
On the sidelines of this year’s Future Aviation Forum in Riyadh, Tony Douglas, CEO of Riyadh Air, shared in an interview with Arab News a series of strategic developments that are set to propel the new airline into the global spotlight.
With Riyadh Air scheduled to launch in the summer of next year, Douglas highlighted the airline’s upcoming milestone at Paris Fashion Week, which will take place from June 18-23.
“Our next milestone will be (in) June in Paris,” he said. “This is going to be about Paris Fashion Week. Now, what would we possibly do in Paris Fashion Week? For the first time ever as an airline, we will reveal our haute couture fashion collection. So our cabin crew won’t wear cabin crew uniforms. It’ll be cabin crew fashion,” he added.
Drawing inspiration from the fashion depicted in the film “Catch Me If You Can,” Douglas emphasized the airline’s commitment to style and sophistication.
“If you can ever remember the movie ‘Catch Me If You Can,’ where DiCaprio goes through the terminal building, and everybody stops to photograph them because they look glamorous. They look fashionable. They look refined. And we want to bring that back with a modernist twist. And that’s what we’ll be revealing at Paris Fashion Week at the end of June,” he explained.
The new uniforms will feature a unique color that Douglas believed would become “instantly recognizable as the Riyadh color.”
He added: “We want to get that kind of glamor into aviation to make sure that this brand, because of course, the brand is Riyadh wherever it’s identified around the world, that immediately speaks to quality, grace, refinement, and fashion.”
In addition to fashion, Riyadh Air is rapidly building its operational capabilities, according to the top official.
“We now have our first group of pilots who’ve joined us. So we’ve got over 30 instructor pilots, they’re the highest qualified pilots you can get from lots of different international airlines. They’re, of course, engaged with us at this stage to assist with our certification flying. And we’ll start our certification flying in September of this year. So literally months away now,” Douglas revealed.
He added: “Yesterday, our third batch of cabin crew started with us, so this feels like a real airline now.”
The interest in joining Riyadh Air has been extraordinary, according to Douglas.
He noted the overwhelming response to their careers page, saying: “The statistic that I still almost struggle to comprehend in a very positive way is if you go onto RiyadhAir.com, our website, there’s a careers page, and it allows you to put in your personal details. In just over a year, we’ve had 1.1 million people send the details, their qualifications and their contacts to be considered to become part of the Riyadh Air family, 146 different nationalities, and we think that that’s just completely staggering.”
He added: “We ask ourselves why I would never have imagined so much interest and my only explanation is it’s because it’s under the leadership and the decree of His Royal Highness, the Crown Prince Mohammed bin Salman.”
Looking ahead, Douglas confirmed that Riyadh Air’s headquarters will soon be visible near Riyadh International Airport.
“Our brand new headquarters building will be available for us to start occupying in the summer of this year. And just out by Riyadh International Airport, people will see their biggest brand logo lit up in the skyline, probably in the next two months. And that’s when you will know where the home of the Riyadh Air family is,” Douglas announced.
The CEO acknowledged the challenges and opportunities ahead by reflecting on the industry’s current dynamics: “What a difference two or three years makes pre-pandemic. It was actually difficult to make any money in aviation. Ticket prices for a decade were almost at an all-time low.”
Douglas added: “Here we are today, where demand is significantly ahead of supply in many markets and, in particular, our market. But also we all know ticket prices are actually expensive at the moment. I don’t think that will last because it is a cyclical industry and it’s one again where classic Keynesian economics supply and demand at the moment.”
The Riyadh Air head confidently predicted ongoing market growth and outlined the carrier’s mission, saying: “Is the market going to continually grow? The answer is very simply, yes it is. Back to the proposition of Riyadh Air. We’ll bring a full-service carrier, the sort of carrier that the Kingdom needs and quite frankly, demands such that we’ll have global connectivity.”
Douglas invited guests to witness Riyadh Air’s debut at Paris Fashion Week and teased future technological innovations.
“Come and see us in Paris. Come and see the incredible fashion, which will stand out, but also later on in the year will start to reveal what our digital proposition is, and that will be another standout case for our industry,” he concluded.
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