Pakistan International Airlines (PIA) has unveiled new cabin crew uniforms designed by noted Pakistani fashion designer Hassan Sheheryar Yasin (HSY) as part of its ongoing efforts to modernize the national carrier and enhance its international image. The airline announced the new attire yesterday, with plans for the uniforms to debut on October 31 during PIA’s inaugural Boeing 787-9 Dreamliner flight from London to Islamabad.

The introduction of the new uniforms revives a longstanding tradition of integrating high fashion into PIA’s branding, a practice dating back to the 1960s. The airline’s early engagement with renowned designers was initiated in 1966 when French designer Pierre Cardin created a distinctive A-line tunic and hood that became an iconic element of PIA’s visual identity. This tradition continued in the 1970s with British couturier Sir Hardy Amies, known for his work with Queen Elizabeth II, lending his tailoring expertise to the airline’s uniforms. More recently, Pakistani designer Nomi Ansari contributed to shaping the cabin crew's look for over a decade.

HSY’s designs aim to marry this rich fashion heritage with a modern aesthetic that reflects Pakistani culture and hospitality. According to PIA, the new uniforms emphasize comfort and practicality alongside elegance, incorporating breathable fabrics and structured tailoring to allow greater freedom of movement for crew members during flights. The color palette and decorative details are inspired by Pakistan’s cultural craftsmanship, while maintaining a polished and professional appearance suited for a global airline.

“Designing for our national flag carrier is about capturing our collective pride and the genuine warmth of Pakistani hospitality,” Yasin remarked. The designer was chosen after a competitive selection process involving presentations from ten prominent fashion designers. This move forms part of PIA’s broader strategy under its new leadership to strengthen its brand identity and improve the passenger experience as it operates newer aircraft and expands its international routes.