SAUDIA unveils exclusive amenity kit collection in collaboration with the iconic Elie Saab Redefining inflight luxury for its premium guests

Saudia, the national flag carrier of Saudi Arabia, proudly unveils its new premium amenity kit collection in collaboration with renowned lifestyle brand, ELIE SAAB. This partnership marks a groundbreaking moment as ELIE SAAB’s celebrated elegance and sophistication take to the skies for the first time, exclusively for Saudia’s First Class and Business Class guests.

For more than 40 years, ELIE SAAB has set the standard for luxury, combining elegant aesthetics with sophisticated design, earning global recognition as a symbol of refinement and a favourite among royalty, celebrities, and discerning clientele. The bespoke kits redefine luxury inflight, offering Saudia’s premium guests an indulgent, elevated experience both onboard and beyond their journey.

Saudia’s First Class female guests are treated to ultra-chic bags, including an elegantly crafted vanity case featuring the iconic ELIE SAAB motif in quilted faux leather for outbound flights and a refined jewellery box-inspired design for inbound journeys. Male guests in First Class are presented tasteful and roomy voyager cases in premium pebble grain faux leather, featuring a side handle and detachable strap for ease and versatility.

Business Class guests – male and female – are equally indulged with two distinct bag designs each for their outbound and inbound flights, ensuring every premium guest enjoys a sophisticated ELIE SAAB branded amenity kit.

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, as well as an ELIE SAAB Eau de Toilette, adding a touch of elegance and refinement.

Reflecting a commitment to sustainability, the amenity kits incorporate eco-conscious elements, with toothbrushes, socks, and eye masks crafted from recycled materials, and cosmetics and dental kits wrapped in FSC-certified paper—seamlessly blending luxury with environmental responsibility.

Rossen Dimitrov, Chief Guest Experience Officer at Saudia, commented:

“This collaboration with ELIE SAAB is a defining moment in Saudia’s journey to elevate guest experience and redefine inflight luxury. 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.”

FORMIA’s CEO & Managing Partner, Roland Grohmann, stated:

“We are pleased to present an elegant collection for Saudia’s premium guests in collaboration with ELIE SAAB, demonstrating the perfect blend of sustainability and luxury. FORMIA is proud to have facilitated this exclusive partnership for Saudia, marking the debut of ELIE SAAB for airline passengers.”

Elie Saab Jr. CEO of ELIE SAAB Group added.

“We are delighted to collaborate with Saudia and offer guests a glimpse into the refined world of ELIE SAAB. This bespoke collection has been meticulously designed to bring the elegance and sophistication of ELIE SAAB’s signature style to the skies, offering an exceptional experience for travelers.”

NOTES TO EDITORS

ABOUT SAUDIA

Saudia (Saudia Airlines) is the national flag carrier of the Kingdom of Saudi Arabia. Established in 1945, the company has grown to become one of the Middle East’s largest airlines.

Saudia has invested significantly in upgrading its aircraft and currently operates one of the youngest fleets, with 144 aircraft. The airline serves an extensive global route network covering around 100 destinations across four continents, including all 28 domestic airports in Saudi Arabia.

A member of the International Air Transport Association (IATA) and the Arab Air Carriers Organization (AACO), Saudia has also been a member airline in SkyTeam, the second largest alliance, since 2012.

Saudia was recently awarded the "World Class Airline 2025" for the fourth consecutive year at The APEX Official Airline Ratings™ awards. Saudia has also advanced 11 places in the Skytrax airlines ranking of the World Best Airlines 2023. The Airline also ranked top among global airlines for best on-time performance (OTP) according to a report by Cirium.

For more information on Saudia, please visit www.saudia.com

ABOUT ELIE SAAB

ELIE SAAB creates glamorous silhouettes that exude bold style and is celebrated for its captivating aesthetics and sophisticated designs. Founded in 1982 in Beirut, ELIE SAAB is a favorite on the red carpet among royalty and celebrities, recognized as one of the world’s leading haute couture. The brand offers a diverse range of products, including ready-to-wear, bridal collections, and fragrances. Recently, it introduced ELIE SAAB Maison, featuring signature furniture for global real estate ventures.

ABOUT FORMIA

FORMIA is a global leader in the travel amenity industry offering tailor-made, premium and sustainable airline amenity concepts with the highest perceived value. FORMIA’s diverse, global brand portfolio allows for bespoke solutions, including first-on-board offerings. FORMIA curates meaningful products and experiences that will remain with travelers during their journey and long after.

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