Singapore Airlines Business Class Sleepwear
A new Business Class sleepwear collection extending Singapore Airlines’ premium identity through craftsmanship and considered brand application.
Context
As Design Lead at WESSCO International, I led the creative direction and development of Singapore Airlines’ first Business Class sleepwear program, launched in July 2026.
The project introduced a new onboard product category designed to enhance the premium cabin experience while complementing Singapore Airlines’ evolving brand identity. Working closely with the airline, I developed a collection that balanced comfort, craftsmanship, and practicality within the commercial realities of airline service.
The collection includes a sleepwear top, trousers, and a reusable non-woven bag that passengers can use to store their clothing after changing onboard.
Challenge
Singapore Airlines wanted to introduce Business Class sleepwear that felt premium without relying on overt branding or expensive embellishments.
The challenge was creating a distinctive product within budget while strengthening the airline’s visual identity. Every detail needed to contribute to a refined passenger experience through subtle craftsmanship, material quality, and thoughtful design.
Our Approach
Developing a New Product Category
Working closely with Singapore Airlines, I led the development of a completely new onboard sleepwear program, establishing the product direction, garment detailing, and supporting accessories for Business Class.
Creating a Bespoke Batik Pattern
Working with Singapore Airlines, we developed a bespoke batik-inspired pattern that aligns the sleepwear with the airline’s evolving lounge identity. Applied to the inside neckline and interior trouser pockets, the pattern creates a subtle connection between the ground and onboard experience while maintaining the understated character of the garment.
Designing for Comfort and Practicality
The collection includes a relaxed-fit top, trousers, and a reusable non-woven storage bag that allows passengers to store their clothing after changing. Every component was developed to maximise comfort while remaining practical for onboard service.
Sampling and Production
Working with WESSCO’s sourcing teams and manufacturing partners, I refined garment construction, fabric selection, fit, print application, and finishing details through multiple rounds of sampling before production.
The Work
Led the creative direction for Singapore Airlines’ first Business Class sleepwear collection.
Developed a bespoke batik-inspired pattern linked to the airline’s evolving premium brand identity.
Designed the complete garment system, including top, trousers, and reusable storage bag.
Refined garment construction, fit, materials, and branded detailing.
Balanced premium craftsmanship with commercial cost requirements.
Managed sampling, manufacturing refinement, and production development.
Collaborated with Singapore Airlines and manufacturing partners throughout the project.
Impact
