As airlines cater to elite passengers’ desire for experiences over premium services, fashion co-labs are pivotal in shaping the future of air travel
For decades, the luxury fashion and the airline industries have been the ultimate jet-set duo, blending haute couture with high-altitude travel. From designer uniforms to exclusive amenity kits, the skies have become a runway for the world’s top designers.
Just think of the rise and fall of the legendary Concorde, a supersonic beauty capable of cruising at over 1,350 mph (2,180 km/h), more than twice the speed of sound. It could whisk you from New York to Paris in under 3.5 hours. Since its retirement, no other aircraft has quite captured the heart of international fashion the way the Concorde did.
Now, Jacquemus is rewriting history with a first-class fashion statement: this time, it’s all about luxury loungewear.
Everything You Need to Know About the History of Airline and Fashion House Collaborations for Cabin Crew Uniforms
Air France has long collaborated with established designers, dressing its cabin crew in creations from Marc Bohan for Dior (1962) to Cristóbal Balenciaga (1969).
Even the Italian airline Alitalia soared in style with uniforms by Renato Balestra (1986), Giorgio Armani (1991), and Alberta Ferretti (2018). But Jacquemus is taking a different approach: instead of uniforms, he’s elevating comfort with “Le Pyjama.”
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What’s Behind the Pyjama Revolution by Jacquemus x Air France
Starting March 20, 2025, Air France’s La Première passengers will receive a navy-blue cotton loungewear set embroidered with the airline’s winged seahorse emblem and Jacquemus’ signature logo. This set will be delivered in a chic red or blue poplin pouch resembling a pillowcase, transforming in-flight relaxation into a high-fashion moment.
It’s the first time an ultra-luxury loungewear set has graced Air France’s cabins, marking a new era of airline couture. This move highlights the increasing expectations of high-spending travellers who seek an experience that feels exclusive, personalised, and meticulously curated.
Are Fashion Designer Amenity Kits the Ultimate Sky-High Trend?
Jacquemus is not the only brand redefining luxury air travel. Turkish Airlines has partnered with Lanvin Parfums to create a sophisticated amenity kit that blends heritage with modern luxury. Delta has collaborated with Missoni to introduce a custom Delta One amenity kit, along with bespoke elements for the Delta One Lounge at JFK. China Airlines has teamed up with Moschino for the brand’s first-ever airline collaboration with an airline, generating major buzz. Finnair has continued its longstanding partnership with the Finnish design house Marimekko, offering Business Class kits featuring iconic 1960s designs by Maija Isola. Qatar Airways has introduced amenity kits branded by Diptyque, customised for male and female passengers, while Turkish Airlines has elevated its Business Class experience with exclusive Ferragamo amenities. Finally, Etihad has completed the luxury circle with soft furnishings and premium travel kits designed by Giorgio Armani.
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The relationship between airlines and haute couture is no longer just about uniforms. Brands are now focused on providing a fully immersive experience for passengers flying in premium classes, appealing to their appreciation for refined living. This shift reflects a growing trend: these travellers expect more than just comfort; they crave sophistication, exclusivity, and a sense of indulgence, even at 40,000 feet. The collaboration between airlines and high-end fashion houses is a testament to the merging of two distinct worlds: aviation and luxury lifestyle.
The Future of High-Fashion Travel
As airlines continue to partner with some of the world’s top designers, the future of luxury travel looks more stylish than ever. The intersection of fashion and travel is evolving with couture uniforms, bespoke amenity kits, fashion-forward lounges, and, now, luxury sleepwear. Each detail contributes to an elegant journey that justifies the cost.
Airlines are recognising that their elite passengers are seeking curated, exclusive experiences rather than just premium services. This shift means that high fashion will likely play an even greater role in shaping the future of air travel. From first-class suites that resemble boutique hotel rooms to amenities reminiscent of luxury spas, the next step in airline couture may be ground-breaking.
Will we see designer collaborations extend to in-flight bedding, slippers, or even skincare treatments tailored for long-haul flights? The possibilities are endless.
Angelo Ruggeri
Journalist and Master Course Tutor & Fashion Styling Course Leader, Milan