The uniform, created by leading British fashion designer Julien Macdonald and worn by over 25,000 British Airways staff worldwide, including flight crew, cabin crew, dispatchers and check-in agents, will be rolled out in the Middle East from this month.
The British Airways Uniform Committee has adapted the new uniform to ensure that it upholds the corporate image whilst allowing flexibility to meet key religious requirements of the region, particularly focusing on issues of modesty.
The new design reflects the airline's great British heritage combining the qualities of a classic tailored pin stripe suit with the style and creative flair of Julien Macdonald. The uniform includes contemporary details such as branded cufflink buttons and a striking red lining.
"Our uniform is one of the most powerful symbols of the British Airways brand and it is important that our staff feel proud to wear it on the ground and in the air." said, Steve Harrison, British Airways Area manager, Middle East, North Africa and Central Asia. "The new uniform is successful at reinforcing our identity - professional, reassuring and proudly British - a quality brand that is recognisable around the world."
For the first time, female staff will have the option of wearing a skirt or trousers, and female pilots will have a specially designed uniform - with the number of female pilots growing rapidly, the airline felt the need for a dedicated uniform with a more feminine cut.
In creating the new design Julien worked with top milliner Stephen Jones to design a hat reminiscent of pioneering aviation days. A new handbag designed by Tanner Krolle of London, finishes off the stylish new look.
Julien Macdonald, who has dressed the likes of Elizabeth Hurley, Kylie Minogue, Liv Tyler and Nicole Kidman, has spent the last three years working extensively with British Airways staff to create a uniform that is practical, functional and comfortable.
Commenting on the new design, Julien Macdonald said, "The design process has involved as many staff as possible. It was very challenging to create a uniform for 25,000 staff that would meet the demands of the different work roles, climates and cultures. Together I feel we have created a uniform that British Airways staff will feel proud to wear."
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Notes to editors:
The current uniform is designed by Dublin-born Paul Costelloe. Previous designers have included Roland Klein and Hardy Amis.
800,000 British Airways logo buttons were used for the new uniform tailored items, coats and shirt cuffs
170,000 metres of fabric were used in the tailoring and 200,000 metres of fabric used in the shirting
For additional information, please contact
Lara Irvine or Kim Hudson at Promoseven Weber Shandwick.
Tel : 009714 3210077,
Fax : 3211711.
e-mail : lara.irvine@promoseven.com or kim.hudson@promoseven.com
© Press Release 2005
