Pakistan International Airlines (PIA) recently unveiled new uniforms for its cabin crew in an effort to refresh the image of the cash-strapped national carrier. However, the fresh makeover to paint the airlines’ in a good light has apparently backfired as netizens pointed to fix the basic facilities, instead of a dress decoration of the crew members.
What happened with PIA's new dresscode?
The designs, presented by nine Pakistani designers on September 16, were described by the airline as a blend of contemporary Pakistani fashion with the practical needs of aviation uniforms. PIA shared a video of the showcase on social media, highlighting how the collection combined “fashion, functionality, identity and purpose” to represent the "future of flight."
Instead of applause, the announcement triggered widespread criticism online, particularly from Pakistani users. Many questioned the airline’s priorities, arguing that resources and attention should first be directed toward fixing long-standing operational problems rather than wardrobe changes.
"First, focus on upgrading systems"
One social media user wrote that PIA should have focused on upgrading its systems, aircraft, services, and overall reputation, noting that their family would not even consider booking with the airline for an upcoming trip. Another bluntly stated that the carrier needed a new operations team, better accountability, improved customer service, and an in-flight experience that did not feel like a "punishment," adding that new clothes would not fix "rotten operations."
Several posts called the uniform launch a waste of time and money. Critics emphasised the need for better aircraft maintenance, punctuality, staff training, and a clean, reliable travel experience. Some argued that when PIA was performing well in the past, it did not require such events, insisting that honesty, hard work, and merit-- not designer outfits-- would revive the airline.
Backlash over dupatta
A portion of the criticism targeted the designs themselves. Some users felt the uniforms did not adequately reflect Pakistani national dress or culture, while others suggested more practical and internationally appealing options, such as trousers instead of traditional shalwar and simplified tops without scarves or dupattas.
PIA's cash-strapped history
The backlash comes less than a year after the Pakistani government sold a 75 percent stake in PIA for approximately PKR 135 billion (around Rs 4,660 crore) to a consortium led by Arif Habib Corporation in December last year. The privatisation followed decades of failed attempts dating back to the 1990s, as successive governments struggled to address the airline’s chronic financial and operational challenges.
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For many passengers and observers, a new look for the crew is unlikely to restore confidence unless accompanied by tangible improvements in aircraft condition, on-time performance, service quality, and overall reliability. While PIA has a fresh uniform, critics say the real test will be whether the airline can deliver a genuinely improved flying experience.