{"id":14945,"date":"2025-04-17T09:55:29","date_gmt":"2025-04-17T08:55:29","guid":{"rendered":"https:\/\/www.field-grey.com\/blog\/?p=14945"},"modified":"2025-04-17T09:57:55","modified_gmt":"2025-04-17T08:57:55","slug":"are-airline-uniforms-finally-catching-up-with-the-real-world","status":"publish","type":"post","link":"https:\/\/www.field-grey.com\/blog\/are-airline-uniforms-finally-catching-up-with-the-real-world\/","title":{"rendered":"Are airline uniforms finally catching up with the real world?"},"content":{"rendered":"\n

Air New Zealand has a new uniform \u2013 its first in 14 years. At first glance, it\u2019s pretty standard fare \u2013 slick suits and dresses in the airline\u2019s signature purple. But look a little closer and you\u2019ll see designer Emilia Wickstead<\/a> \u2013 who counts Megan Markle among her fans \u2013 has made a bold statement. The new airline uniforms<\/a> celebrate national identity and cultural pride in a way that\u2019s genuinely meaningful.<\/p>\n\n\n\n

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Image courtesy of airnewzealand.com. Emilia Wickstead and Te Rangitu Netana<\/figcaption><\/figure>\n<\/div><\/div>\n<\/div>\n\n\n\n

Created in collaboration with internationally acclaimed M\u0101ori artist Te Rangitu Netana<\/a>, the uniforms weave in patterns and details that are, she says, \u201cincredibly symbolic and strong\u2019. <\/p>\n\n\n\n

Traditional M\u0101ori motifs, including the k\u014dwhai and purapura whet\u016b, appear on dresses, shirts and trench coats, all made from eco-friendly fabrics. And Pacific Island garments like the ie faitaga \u2013 a men’s sulu (sarong) \u2013 and the embroidered Huia feather on manager uniforms \u2013 historically worn by M\u0101ori chiefs \u2013 further cement Wickstead\u2019s deep commitment to honouring the nation\u2019s heritage.<\/p>\n\n\n\n

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Image courtesy of airnewzealand.com. Uniform designs feature Maori motifs<\/figcaption><\/figure>\n<\/div><\/div>\n<\/div>\n\n\n\n

This focus on self-expression \u2013 reflecting the diverse Air New Zealand team \u2013 is part of a wider shift happening across aviation: airline uniforms that reflect people<\/em> rather than flattening them into a brand mould.<\/p>\n\n\n\n

Virgin Atlantic arguably kickstarted the movement back in 2022 with its See the World Differently<\/a> campaign. Fronted by Michelle Visage, the TV ad celebrated the LGBTQ+ community, showing male cabin crew in make-up and staff choosing the uniform that best fit their gender identity. It was more than a glossy campaign. Virgin followed through with pronoun badges, inclusivity training and a gender-neutral booking system. Bold, refreshing and unapologetically forward-thinking. <\/p>\n\n\n

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Image courtesy of virginatlantic.com. The See the World Differently campaign <\/figcaption><\/figure>\n<\/div>\n\n\n

Now they\u2019ve flown in the face (pun intended) of recent DEI downgrading with their new Be a Rainbow in the Clouds ad<\/a>, soundtracked to a powerful recital of Maya Angelou’s defiant poem. It\u2019s a goosebump-inducing statement of intent in a political climate increasingly fearful of difference.  <\/p>\n\n\n\n

And while some airlines still cling to tradition \u2013 the crisp, structured silhouettes and strict codes of yesteryear \u2013 others are beginning to see the value in loosening up. SAS and WestJet have both relaxed their uniform policies, embracing tattoos, piercings, gender-neutral styling and \u2013 brace yourself \u2013 even trainers.<\/p>\n\n\n\n

The reasons go beyond aesthetics. When people feel comfortable and represented in what they wear, they show up with more confidence \u2013 and that has a direct impact on service and staff morale. Virgin found that allowing crew to dress in a way that reflects their identity had a clear, positive effect on how they felt and showed up \u2013 literally and metaphorically.<\/p>\n\n\n

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Image courtesy of thedesignair.net. SAS updated its uniforms in February<\/figcaption><\/figure>\n<\/div>\n\n\n

This isn\u2019t about scrapping uniforms altogether. It\u2019s about rethinking what they represent. Once a symbol of authority and glamour, today\u2019s uniforms are evolving into a reflection of real-world diversity \u2013 and a chance for airlines to align their outward image with internal values.<\/p>\n\n\n\n

Whatever direction the trend takes, one thing\u2019s clear: airline uniforms are no longer just about looking polished at 30,000 feet. They\u2019re about feeling seen, being respected and showing the world who you are. Finally.<\/p>\n","protected":false},"excerpt":{"rendered":"

Air New Zealand has a new uniform \u2013 its first in 14 years. At first glance, it\u2019s pretty standard fare \u2013 slick suits and dresses in the airline\u2019s signature purple. But look a little closer and you\u2019ll see designer Emilia Wickstead \u2013 who counts Megan Markle among her fans \u2013 has made a bold statement. […]<\/p>\n","protected":false},"author":1,"featured_media":14946,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"iawp_total_views":85,"footnotes":""},"categories":[2129,1202,1],"tags":[2763,1236,2764,1265,2137,2258,2765,1112],"class_list":["post-14945","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uniform","category-uniform-news","category-field-notes","tag-air-new-zealand","tag-airline-uniform","tag-emilia-wickstead","tag-travel","tag-uniform","tag-uniform-design","tag-virgin-atlantic","tag-workwear"],"yoast_head":"\nAre airline uniforms finally catching up with the real world? - Field Notes | Blog and News | Field Grey<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.field-grey.com\/blog\/are-airline-uniforms-finally-catching-up-with-the-real-world\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Are airline uniforms finally catching up with the real world? - Field Notes | Blog and News | Field Grey\" \/>\n<meta property=\"og:description\" content=\"Air New Zealand has a new uniform \u2013 its first in 14 years. 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