Pakistan International Airlines (PIA) has selected celebrated Pakistani couturier Hassan Sheheryar Yasin, popularly known as HSY, to design new uniforms for its cabin crew, with the collection set to debut on October 31, the national flag carrier announced on Thursday.

According to a statement issued by PIA, the collection aims to combine Pakistan’s cultural heritage with contemporary fashion while reflecting the airline’s emphasis on hospitality, passenger comfort and crew confidence.

The collection will make its official debut aboard PIA’s inaugural Boeing 787-9 Dreamliner flight from London to Islamabad on October 31, marking another step in the airline’s efforts to refresh its onboard identity under its consortium-led new management.

“The collection marks a stylish leap forward in PIA’s ongoing transformation,” PIA spokesperson Abdullah Hafeez Khan said, adding that the designs would introduce a contemporary aesthetic while keeping passenger comfort and crew pride at the forefront.

In a post on X, PIA described the initiative as “bringing runway glamour back to the skies” and said HSY had been chosen to create the new look for its crew.

The airline also highlighted its longstanding association with international fashion, recalling that French designer Pierre Cardin created its pioneering A-line tunic and hood in 1966, helping establish PIA as a prominent name in aviation fashion.

According to the statement, the legacy continued in the 1970s when Sir Hardy Amies, the royal couturier to Queen Elizabeth II, brought his tailoring expertise to the airline’s uniforms. More recently, designer Nomi Ansari’s uniform inspiration had remained part of PIA’s identity for 12 years, the airline said.

HSY, one of Pakistan’s best-known fashion designers, has built an international profile through his couture work, celebrity styling and appearances on global fashion platforms.

“Designing for our national flag carrier is about capturing our collective pride and the genuine warmth of Pakistani hospitality,” HSY said. He added that the aim was to create uniforms that would allow crew members to feel confident and comfortable while representing Pakistan internationally.

“We wanted uniforms that our crew feels extraordinarily confident and comfortable in — apparel that respects our heritage, reflects modern fashion, and tells our story beautifully in every airport across the globe,” he said.

The statement further read that the collection had been developed with a focus on functionality and comfort, taking into account the demands of long-haul operations and the physical movement required of cabin crew members.

The designs feature breathable fabrics, ergonomic construction and structured tailoring intended to balance durability with a refined appearance. The colour palette and detailing also draw on Pakistan’s cultural craftsmanship while retaining the practical features required of airline uniforms, according to the statement.

The final design was selected following a competitive showcase in Karachi, where 10 leading Pakistani fashion designers presented their concepts to a jury comprising fashion figures and industry representatives, the statement added.

The spokesperson said the launch would introduce the airline’s refreshed visual identity to passengers, signalling what PIA described as a new chapter centred on comfort, sophistication and national pride.

The appointment brings a prominent name in Pakistani couture into the national carrier’s latest efforts to reshape its image while drawing on a fashion legacy that has linked PIA with internationally recognised designers for decades.