Airlines have long mixed high fashion with cabin service to sharpen their image. Pakistan International Airlines now continues that tradition under fresh private ownership.
The national flag carrier has chosen celebrated Pakistani couturier Hassan Sheheryar Yasin to create its new cabin crew uniforms. The selection forms part of a full brand update led by the Arif Habib consortium. Yasin's collection will enter service on October 31. It launches aboard the inaugural Boeing 787-9 Dreamliner flight from London to Islamabad.
Yasin, widely known as HSY, founded his label in 2000 after graduating as salutatorian from the Pakistan Institute of Fashion and Design. He built a reputation in bridal couture, celebrity dressing, and international showcases. His work often blends Pakistani textile traditions with sharp modern cuts.
The designer now steps into a lineage that includes Pierre Cardin in 1966 and Sir Hardy Amies in the 1970s. Nomi Ansari held the role for the past twelve years.
A competitive showcase in Karachi decided the winner. Ten leading designers presented concepts there. The group included Maheen Khan, Deepak and Fahad, Generation, Ismail Farid, Munib Nawaz, Deepak Perwani, Faraz Manan, Amir Adnan and Ansari.
A jury of industry figures made the call.
Members were Khaadi founder Shamoon Sultan, Nilofer Shahid, beauty entrepreneur Nabila, Pakistan Institute of Fashion and Design vice-chancellor Hina Tayyaba Khalil, and longtime PIA aviation figure Naseem Tehrani.
The new uniforms follow a lifestyle-first approach. Soft breathable fabrics meet structured tailoring. Designs prioritize long-haul durability and ergonomic movement. Palette and details draw quietly from Pakistani cultural craftsmanship. They keep the polished look required at altitude. Navy, forest green, and cool grey tones featured in Yasin's earlier showcase pieces.
"Designing for our national flag carrier is about capturing our collective pride and the genuine warmth of Pakistani hospitality," Yasin said in the airline statement. He added that the goal was apparel the crew would feel extraordinarily confident and comfortable wearing. The pieces respect heritage, reflect modern fashion and tell Pakistan's story at airports worldwide.
PIA transferred management control to the consortium earlier this year after a December 2025 auction. The deal injected significant fresh equity for fleet and service upgrades. New Dreamliners arrive via a wet-lease deal with Norse Atlantic. Expanded London services form another piece of the turnaround. Uniforms mark the visual side of that push.
Passengers will see the change first on that London-Islamabad flight. The look aims to signal comfort, polish and national pride. Whether the refresh lifts overall passenger experience remains the larger test ahead.
The runway has reached the sky once more.
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