Pakistan International Airlines has a new look. But judging by the reaction online, passengers seem to have other things on their minds.
Pakistan completed the sale of a 75% stake in PIA in December 2025 after years of unsuccessful attempts to privatise the national carrier. The winning bid was PKR 135 billion from a consortium led by Arif Habib Corporation.
Nine Pakistani designers showcased their ideas for PIA’s new uniforms for 2026 on September 16, with the airline describing the event as a meeting point between Pakistani fashion and “the future of flight”. One user, Brown Swedish, said the airline should focus on expanding its aircraft and destinations, including direct flights to Stockholm, rather than putting attention on uniforms. The designers included Deepak and Fahad, Generation PK, Ismail Farid, Munib Nawaz, Deepak Perwani, Faraz Manan, Amir Adnan, Hassan Sheheryar Yasin and Nomi Ansari. PIA shared a video of the showcase on X, saying the designers had brought their vision for the airline’s future uniforms to life by combining fashion, functionality, identity and purpose. The response, however, quickly moved away from fashion. For some users, the new uniforms only highlighted what they see as bigger problems with the airline. One X user, Hamza, wrote sarcastically that he couldn’t wait for a smartly dressed air hostess in a Faraz Manan uniform to tell him that his flight had been delayed indefinitely. Another user, Yuru, questioned why the airline was focusing on uniforms when there were more pressing issues to address, calling the move an example of what they saw as PIA’s incompetence. The criticism also comes against the backdrop of PIA’s long-running financial and operational problems. The privatisation process had been attempted several times since the 1990s, with efforts continuing for more than three decades. Another user, Anam, took a swipe at the airline by asking whether the new uniforms would at least ensure that the air-conditioning worked on transatlantic flights.
That history is part of why the uniform showcase drew such a strong reaction online. Some users argued that new aircraft, better services and more destinations should take priority over a new wardrobe.
‘Will the AC work now?’
Because of concerns about the experience, another passenger, Yusra, said her family was travelling later in the month but claimed they hadn’t even considered checking PIA fares.
Some users described the uniforms as impractical or said they simply didn’t like the styles. The air-conditioning comment became one of several sarcastic reactions to the showcase. Another user, Shakeel Jalil, questioned the focus on branding and uniforms, arguing that engineering, operations and aircraft should come first. Not everyone was impressed with the designs either. One X user, Ali, called the showcase a reflection of what they believed was wrong with the country and criticised the airline’s decline from its former reputation. The debate shows that for many of the users reacting online, the uniforms aren’t really the main issue. A sharper-looking crew may change how PIA looks in the cabin. Whether passengers feel a difference once they’re on board is a much bigger question. Looking for trusted parenting advice? Follow TOI Parenting Circle on Instagram for expert guidance, relatable stories, and practical tips delivered every day. Get the latest Lifestyle News and more. Download the TOI app.