Helping crew feel comfortable and confident
‘We want Virgin Voyages’ crew to be the happiest at sea and making sure that they feel comfortable and confident is a big part of that experience. Gareth Pugh and the Virgin Voyages team have worked hand-in-hand to bring to life what will soon be the most eye-catching and stylish uniforms on the high seas,’ said Sir Richard Branson, founder of the Virgin Group, who was closely involved in the uniforms’ conception.
In a two-year project Pugh, widely considered the enfant terrible of the British fashion scene, has been collaborating in the Virgin Voyages Creative Collective of designers, artists and producers.
Ocean liner heyday sophistication with a contemporary, yacht-like style
The uniform collection pairs Pugh’s high-fashion modernist approach with Virgin Voyages’ design ethos of the modern romance of sailing, marrying the sophistication of the ocean liner heyday with a contemporary, yacht-like style. The collection features a combination of structure and fluidity and includes a wide range of looks, from slick razor-sharp tailoring to relaxed pillow-case tunic shirts referencing the early days of British punk, and more.
No epaulette stripes and no ties
‘For this project, we were really allowed to push the boundaries, and to redefine the idea of what constitutes a uniform. We ultimately wanted to make everything about it modern, luxurious and desirable — to allow the entire crew to look and feel like a million dollars, in keeping with the rest of the experience,’ Pugh said.
The collection allows for most crew to have a range of looks to choose from, day and night, and also breaks with cruise traditions by having no epaulette stripes for officers, no ties and no waistcoats.
PLAE sneakers in Virgin red
Putting a twist on the iconic red high-heel worn by Virgin Atlantic, many of Pugh’s designs will be paired with the Mulberry, red sneakers made by San Francisco-based PLAE. The gender neutral, PLAE sneakers are intended to playfully contrast with Pugh’s designs for a cheeky yet elevated look.
The Mulberry shoes were custom-designed for comfort and versatility. PLAE shoes feature eco-friendly lining sourced from coffee grounds through sustainable technology and are manufactured in PLAE’s fair labor factory using water-based glue and renewable materials wherever possible.
The collection will be showcased in a star-studded event hosted during London Fashion Week.