SIA's New Business Class Design Slammed As "Scoot J", Designer Comes Under Fire

Singapore Airlines' (SIA) newly unveiled Business Class cabin has drawn criticism online, with some netizens directing their backlash at its designer, Julia de Bono.

In an IG video posted by user zappchrisone, De Bono discussed the cabin's new look and feel. She is the director and CEO of BMW Group Designworks, based in California.

Following the video, some netizens said they had found "the culprit" behind the controversial design, with others claiming that De Bono had "zero sense of SIA culture"

The criticism of De Bono comes after SIA's new cabin design, particularly its Business Class interiors, drew negative reactions online.

Some travellers described the light grey interiors and bright yellow accents as lacking the premium feel traditionally associated with the airline.

Some netizens even dubbed the new Business Class cabin "Scoot J", saying its design appeared more suited to a budget airline than a premium carrier like SIA.

Some netizens, including Threads user elroysetiabudi, even came up with their own alternative designs, which appeared to receive a more positive response online.

The airline unveiled its new long-haul First and Business Class seats on 6 Nov 2026, with the redesigned cabins set to debut in the second half of 2027.

Despite the backlash over its appearance, the new Business Class seat comes with several upgrades, including sliding privacy doors, a more spacious footwell and a bed that can be converted at the push of a button.

The new Business Class seats will be installed on SIA's Boeing 777-9 aircraft and selected Airbus A350s.