Virgin Voyages will be unveiling pieces from its stylish new uniform collection designed by maverick British fashion designer Gareth Pugh during London Fashion Week.

The collection will be showcased in a star-studded event today.

“People are at the heart of our Virgin companies, and when our people feel great, they will do great things for our customers,” said 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 look smart is a 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 glamorous 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.

The uniform collection pairs Pugh’s high-fashion modernist approach with Virgin Voyages’ design ethos of the Modern Romance of Sailing, which embodies a love of the sea and the glory and sophistication of the heyday of the ocean liner with a contemporary yacht-like style.

The collection features a distinct combination of structure and fluidity and includes a wide range of looks from slick razor-sharp tailoring, leather body-con evening wear, to relaxed pillow-case tunic shirts—referencing the early days of British punk.

The collection allows for most crew to have a range of looks to choose from both day and night, and also breaks with cruise traditions by having no epaulettes stripes for officers, no ties and no waistcoats.