Lufthansa Unveils Bespoke First Class Loungewear and Free Long-Haul Messaging

Flying first class has always been about comfort and exclusivity, but Lufthansa is taking it a step further by introducing bespoke loungewear and complimentary in-flight messaging.

As the airline rolls out its highly anticipated Allegris First Class, it is partnering with celebrated Japanese artist Sho Shibuya to bring a touch of high art to the skies.

At the same time, Lufthansa is enhancing connectivity for all passengers by offering unlimited free messaging on long-haul flights.

Wearable Art

Luxury in first class isn’t just about lie-flat seats and gourmet dining—it’s also about the finer details. Lufthansa’s collaboration with Sho Shibuya brings a fresh take on in-flight loungewear, transforming it into a canvas of artistic expression.

The exclusive sleepwear features a color gradient inspired by Shibuya’s signature work, reflecting the view from an airplane window: deep blue for the sky above, white for the clouds in the middle, and a darker shade below symbolizing the ocean.

Photo: Courtesy of Lufthansa

Shibuya, who began painting daily sunrise gradients over newspaper front pages during the pandemic, describes the sky’s ever-changing hues as a symbol of renewal. “The sunrise stands for the beginning. It reminds us that our surroundings are transient and unique,” he explains.

Photo: Courtesy of Lufthansa

His work has been exhibited at Triennale Milano and the MoMu Fashion Museum in Antwerp, as well as at Art Basel Miami Beach under the patronage of Saint Laurent’s creative director, Anthony Vaccarello.

To bring Shibuya’s vision to life in loungewear form, Lufthansa partnered with Copenhagen-based homeware brand Tekla. Known for its minimalist and high-quality designs, Tekla took on the challenge of transferring Shibuya’s artwork onto fabric.

Photo: Courtesy of Lufthansa

“Transferring color to fabric is completely different from painting on a canvas,” says Shibuya. “The Tekla team did an excellent job of realizing my artwork—and when I imagine people wearing it above the clouds, I can’t help but smile.”

This exclusive loungewear will be available only on selected Lufthansa Allegris First Class flights between Munich and New York (JFK) in February. It is a strictly limited edition, making it a true collector’s item for sapient travelers.

Allegris First Class Launches This Month

Lufthansa has begun offering its new Allegris First Class product earlier than initially planned.

Photo: Courtesy of Lufthansa

Passengers can now book this experience on several flights:

• January 27: Munich (MUC) to Mumbai (BOM)
• January 28: Munich (MUC) to Bangalore (BLR) and New York (JFK)
• February 22: Munich (MUC) to Chicago (ORD)
• March 30: Munich (MUC) to San Francisco (SFO)

This updated timeline allows premium travelers to experience Lufthansa’s latest First Class offering sooner.

Inflight Messaging

While first class passengers enjoy their bespoke loungewear, Lufthansa is also making flying more convenient for all travelers by introducing unlimited free messaging on its long-haul flights.

Beginning this summer, passengers on intercontinental routes—including flights to the U.S., Brazil, and Japan—will be able to send and receive messages via popular apps without restrictions, regardless of their travel class.

Photo: Courtesy of Lufthansa

Dieter Vranckx, Chief Commercial Officer of Lufthansa Group, sees this as a significant step in improving the passenger experience. “The introduction of free messaging on long-haul flights is another important step in continuously improving our customers’ overall travel experience,” he says.

Heiko Reitz, Chief Customer Officer at Lufthansa, adds that staying connected in-flight has become a fundamental expectation. “Being reachable even during a long flight has long been a basic need and a decisive factor when choosing an airline. Free messages, as well as in-flight internet, for example, offer a portfolio of digital services that is very attractive to our customers.”

This initiative expands on Lufthansa’s existing success with free messaging on short and medium-haul flights, a service that has also been widely adopted by its subsidiary airlines, SWISS and Austrian Airlines.

Playing Catch-up

With the introduction of Allegris First Class, Lufthansa is finally keeping pace with the inflight products it has long sought to implement.

Photo: Allegris Business Suites. Courtesy of Lufthansa

Although faced with several delays stemming from supply chain issues and challenges in cabin installations, the airline appears set to provide an upgraded passenger experience that blends art and comfort while improving connectivity for all travelers.

As Lufthansa forges ahead with its innovations, these upgrades signify a major transition toward a more contemporary, interconnected, and art-inspired future of air travel.