‘Make it ugly’: Business class beef over seats goes viral

November 9, 2026 — 3:45pm

Singapore Airlines’ overhaul of its business class seats has triggered a social media backlash from potential travellers who are taking aim at the “progressive” look for not being in sync with the iconic brand.

Critics argue the carrier has abandoned its traditional deep blues, golds and oranges in its top-tier seating in favour of an off-brand mineral grey and bright yellow palate.

While the seating itself appears slick and functional, the new colour scheme is drawing significant criticism across social media, with one user posting: “Last chance to fly Singapore Airlines before they make it ugly.”

In a jab to the global design group commissioned to upgrade the airline’s business livery, another said: “It’s really European and does not align with Singapore values.” Another claimed: “A Singaporean designer would’ve done much better.”

Julia de Bono, the CEO from BMW Designworks, the company hired by Singapore Airlines to design the seat, said “the palate was deliberate”.

She said the “warmer” look had “served the airline for a long time, and many of the cabins are going warm and more traditional right now”.

“But we wanted this business class to stand on its own, with its own attitude modern, progressive, and refreshing.”

US-based De Bono told an audience of journalists that: “We wanted the cabin to feel high-tech, luxurious, and future-forward. Mineral greys – you see them everywhere right now – they are really having this balance and stable feel to them.”

In the refresh, the premium economy seats are a warm grey-blue, with orange accents, while economy seats are blue with grey trim. In a separate interview, De Bono described the colour design as being “like a suit with a sneaker... modern and fresh”.

The verdict from the public was distinctly less forgiving.

Singapore-based Radha K, the head of marketing for a tech company, said the “colours for the new business class seats doesn’t match Singapore Airline’s unique brand look and feel”.

“The new design doesn’t elevate the brand look… it makes Singapore Airlines look like they are having an identity crisis,” she said.

There is also an undercurrent of national identity for an airline that is closely associated with the nation.

One Singapore-based commenter wrote: “If you get a non-Singaporean who [does] not live the culture, the essence[,] and appreciate the legacy of [Singapore Airlines] this is what you get. A downgrade.”

Malaysia-Australian author Kean Wong said Singapore Airlines is “one of the state’s key talismans”, like the nation’s extensive public housing system, schools and sovereign wealth funds. “So it’s no surprise that there’s objection to the striking yellow rather than a ‘native’ or a deeper tropical colour.”

Wong said the yellow also has a ‘budget streak’ quality to it, a la Scoot airlines, the low-cost carrier owned by Singapore Airlines, a sentiment shared by people on social media.

Shukor Yusof Founder of Singapore-based aviation consultancy Endau Analytics said: “I’ve been monitoring the reactions: it’s been mixed. Can’t please everyone!”

“The seats may be rather bland to some but I suspect it won’t hurt the bottom line at all,” he said.

Singapore Airlines VP of Product Experience Ong Wah Li said the business class seat “has been designed to offer a fresh and contemporary take on premium travel... that reflects a modern, progressive, and forward-looking design philosophy.”

“While Singapore Airline’s signature warm and classic aesthetic has served us well over the years, we wanted this new product to have its own character, combining a refreshing aesthetic with a sense of sophistication and understated luxury,” said Ong.

“We do not subscribe to a fixed colour palette across our cabins.”

The Singapore Airlines refit was announced in 2024 with expectations the first of its A350-900 planes would be ready by this year. Delays mean the first refit planes won’t enter service until the second half of 2027.

Chris Zappone travelled to Singapore as a guest of Singapore Airlines.

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Chris Zappone is a senior reporter covering aviation and business. He is former digital foreign editor.Connect via X, Facebook or email.

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