WTCE 2025: Saudia Unveils Exclusive Elie Saab Amenity Kits
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An exciting collaboration facilitated by FORMIA will see first- and business-class passengers traveling with Saudia, the flag carrier of Saudi Arabia, treated to amenity kits designed by renowned luxury lifestyle brand Elie Saab, marking the first time the designer has taken to the skies.
“This collaboration with Elie Saab is a defining moment in Saudia’s journey to elevate guest experience and redefine in-flight luxury,” commented Saudia’s Chief Guest Experience Officer Rossen Dimitrov. “As one of the world’s iconic luxury brands, Elie Saab brings unparalleled sophistication to our skies, perfectly complementing Saudia’s mission to deliver world-class hospitality.
“Together, we are creating something truly extraordinary, taking the artistry and elegance of Elie Saab to the world while bringing the world to Saudi Arabia. This partnership represents the essence of Saudia’s transformation, where timeless design and forward-thinking innovation come together to inspire and captivate our guests at every moment,” he continued.
Males and females in both first and business will receive two different bags when traveling on return journeys, so the range includes eight styles across four colourways – cream, green, navy, and black – each finished with a decadent interior lining designed to surprise and delight.
In first class, females receive a vanity case in quilted faux leather featuring the Elie Saab motif on outbound trips, while on inbound flights the kits will be housed in a jewelry box-inspired design. Meanwhile, male first-class passengers are presented two different roomy voyager cases in premium pebble grain faux leather featuring a side handle and detachable strap.
“This collaboration with Elie Saab is a defining moment in Saudia’s journey to elevate guest experience and redefine in-flight luxury”
– Rossen Dimitrov, Saudia
Each kit features a selection of premium Elie Saab skincare products to nourish and hydrate the skin, including a revitalizing face mist, hand and body lotion, and an Elie Saab Eau de Toilette.
Reflecting a commitment to sustainability, the amenity kits incorporate toothbrushes, socks and eye masks crafted from recycled materials as well as cosmetics and dental kits wrapped in FSC-certified paper.
FORMIA CEO & Managing Partner Roland Grohmann stated, “It has been an honour for FORMIA to support Saudia in bringing this extraordinary collaboration with Elie Saab to life – a partnership that reflects Saudia’s ambition to elevate inflight luxury through thoughtful, design-led innovation. With Elie Saab taking to the skies for the very first time, this collection blends timeless elegance with an elevated guest experience.
“Every detail – from bespoke linings to curated colour palettes and rotating bag designs – was developed in close collaboration, with Saudia’s creative vision at heart,” Grohmann explained.
Across the Hamburg Messe at the Aircraft Interiors Expo, Saudia also revealed it would be the launch customer for Panasonic Avionics Corporation’s new Converix hosting platform.