A new airline offering passengers leather seats and linen headrest covers is to be launched on Monday.
Excel Airways will start services from regional airports, including Gatwick and Manchester, to European hotspots from May 1.
The new carrier will operate five Boeing 737 aircraft while Gatwick-based Air Atlanta will fly three Boeing 767s for Excel in the summer season.
Formed by independent tour company Libra Holidays Group, Excel's destinations will include Greece, Cyprus, Turkey, Spain, the Canaries and Egypt.
Excel hopes to carry 1.2 million passengers in its first 12 months of operation. As well as flying from Gatwick and Manchester, the new airline will operate from Glasgow, Birmingham, Newcastle and Belfast airports.
Cabin crews working for Excel will sport stylish tailored uniforms created by leading British designer Paul Costelloe in association with Bairds Corporatewear.
Mr Costelloe has previously worked with a number of companies including British Airways and Irish carrier Aer Lingus.