FORMIA has launched a collection of Elie Saab amenity kits on board Saudia’s First and Business class cabins.
Unveiled at WTCE in Hamburg this week, the new kits are due to be rolled out on April 15.
Roland Grohmann, FORMIA CEO and Managing Partner, said there will be seven different kits which will rotate regularly.
The premium bag includes a curated selection of products and comfort items including a scent. Elie Saab is due to launch a new men’s scent later this year and it will also be made available to Saudia passengers.
At the launch, Rossen Dimitrov, Chief Guest Experience Officer at Saudia, said the airline plans to introduce special kits around certain holidays.
He said the collaboration reflects the exciting changes happening in Saudi Arabia and the role of the airline in the Kingdom’s development.
“As you know, Saudi Arabia is a country that is challenging the status quo and every day we wake up to something new,” he said.
“I think some of our customers already knew that this was coming onboard and it has been met with very positive feedback,” he said.
“The collaboration with FORMIA is very important to us and with FORMIA was can really take our vision about how we would like to design our products and take it to reality.”
It is the first time the products of fashion designer Elie Saab has featured in an inflight amenity kit.
