Prince Aviation has dressed its cabin crew in a navy collection by Milena Bojić, the designer behind Air Serbia's 2023 uniform launch, as part of a concurrent brand-book overhaul.
Prince Aviation has introduced new cabin crew uniforms created by Serbian fashion designer Milena Bojić. Built around a deep navy colour palette and two new dresses, the collection is part of the wider development of the Serbian business jet operator's brand.
“We are continuing to transform and invest in the Prince Aviation brand, and our cabin crew are at the heart of that effort,” remarks Srdjan Kragojevic, CEO of Prince Aviation. “They are our most immediate ambassadors, the people our clients meet first and spend the most time with on board. That is why we wanted to pay special attention to how they look and feel at work. The revamped Prince Aviation brand now has an extra layer of elegance, aviation glamour and style that illustrates our way of doing business.”
Bojić, a law graduate who founded her Novi Sad-based label in 2018, was first approached by Prince Aviation in September 2025. Four months of conversations, meetings and concept development followed, in sessions she describes as creative workshops to which the whole team contributed ideas.
Prince Aviation's new brand book was being developed at the same time, which allowed the uniforms to be conceived as part of the company's brand identity from the outset. The shared goal was a distinctive, elegant and functional uniform that meets the standards of private aviation.
Bojić's starting point was the idea of lightness, which she connected with flying and movement. During the project, the phrase ‘steps as light as clouds’ came to capture how she wanted the wearer to look and feel: elegant, confident and unburdened. The visual direction developed under the theme ‘Navy Blue Rhapsody’.
“Navy gave me a foundation with depth and seriousness, while allowing the cut, proportions and carefully considered details to come to the fore,” Bojić reveals. “In private aviation, the uniform is part of a very personal service experience. I wanted it to convey professionalism and confidence, but also warmth.”
She approached luxury through quality and precision: how the fabric falls, how a jacket sits on the shoulders and how the waist is shaped.
The collection comprises: Aurora dress – combining retro inspiration with contemporary elegance, its soft asymmetry and subtle volume create a sense of lightness, while a navy blue belt defines the waist. The quality viscose blend gently follows the body and allows freedom of movement; Skyline dress – inspired by classic uniforms and modern business chic, this sophisticated midi has discreet flaps, a distinctive collar and sleeves and a contrasting belt. A rear slit makes movement easier; Jacket – a structured cut and precisely shaped shoulders, softened by a gently rounded hem that adds a feminine touch; Coat – made from a wool blend, with pronounced shoulders, a belt and discreet side pockets; and Hat and scarf – a toque and a scarf complete the look and give it a recognisable aviation character.
Prototyping and adjustments took three months. The greatest challenge, Bojić says, was adapting the designs to the women who wear them and to their daily duties: “I wanted them to have a uniform that is both beautiful and comfortable throughout the working day.”
That meant balancing a tailored silhouette with freedom of movement. The dresses had to allow the crew to sit, walk and bend, while the jacket had to hold its shape and still let them raise their arms without restriction. Fittings showed how each cut worked in motion and what still needed refining.
Bojić believes aviation's visual heritage of scarves, hats and clearly defined silhouettes is worth preserving, but that a modern uniform must also meet the real needs of those who wear it, including comfort, quality materials and a fit for different body types.
“The most successful uniform, for me, is one in which the employee looks professional and feels confident, and the company gains a clear and authentic expression,” she adds.
Prince Aviation is a premier Southeast European business jet MRO, charter and flight school group located in Belgrade, Serbia. With over 35 years of experience, it provides business jet charter services out of Belgrade and Ljubljana, Slovenia, with an seven-aircraft strong fleet of Cessna XLS, XLS+, CJ and M2 jets and a single Falcon 2000LXS.
Prince Aviation also provides MRO services with engineering and technical know-how with all major OEM authorisations. The company provides structural repairs and modifications, avionics installations, supporting and performing engine repairs, interior retrofits, with short turnaround times and dedicated AOG support. With a recent extensive capacity increase in a new MRO dedicated hangar facility at Belgrade international airport, Prince Aviation offers dedicated, competitively priced and efficient maintenance services.
Bojić's most prominent prior commission was designing the crew uniforms worn across Air Serbia's entire operation, from cabin and flight crew to ground staff and lounge teams.
