Richard Branson recruits Gareth Pugh for fashion-forward Virgin Voyages uniforms

Gareth Pugh has teamed up with Virgin Voyages to put a stylish twist on at-sea uniforms.

The British fashion designer has been snapped up by the new lifestyle and travel brand to create fashion-forward outfits for the company's onboard crew, with the series being unveiled over the weekend during London Fashion Week.

The collection, which has been designed with a range of different job functions, climates and body types in mind, blends the creative's signature modernist approach with a more classic and romantic yacht-like style, spanning everything from sharp tailored pieces to relaxed silhouettes. The majority of crew members will have the option of choosing from different looks for day and night, and many of the looks will be paired with gender neutral, red sneakers from the San Francisco brand PLAE.

"For this project, we were really allowed to push the boundaries, and to redefine the idea of what constitutes a uniform," said Pugh in a statement. "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."

"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," added 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."

Virgin Voyages currently has four ships on order, and will launch its first adults-only vessel, Scarlet Lady, in Spring 2020.