Gareth Pugh

Virgin Voyages, the new lifestyle brand that is shaking up the travel industry, has unveiled pieces from its stylish new uniform collection designed by maverick British fashion designer Gareth Pugh. The collection was showcased in a star-studded event during London Fashion Week last night.

The event at London’s Royal Opera House featured a live surprise performance by Christina Aguilera. Christina Aguilera was dressed by Gareth Pugh in original designs featuring the capsule collection’s signature hues of red and black.

“People are at the heart of all of our Virgin companies and when our people feel their best, they help make guest experiences the best they can be,” said Sir Richard Branson, founder of the Virgin Group. “We want Virgin Voyages’ crew to be the happiest at sea and making sure that they feel comfortable, confident and stylish 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 uniforms on the high seas.”

A two-year project in the making, Pugh, widely considered the enfant terrible of the British fashion scene, joins Virgin Voyages’ Creative Collective – an illustrious line up of designers, artists, and producers, including the likes of Tom Dixon, Roman and Williams and Mark Ronson, among others, who are collaborating with the company to transform how life at sea can look and feel. (AP)