Created by Italian Haute Couturier Ettore Bilotta at his atelier in Milan, the new uniform exudes a classic elegance seldom seen in the aisles of modern airliners, and cleverly merges dramatic elements of old world haute couture from 1960s Paris and Rome, with the more contemporary fashions evident on the runways of London, New York, Milan and Tokyo.
The beautiful collection possesses a style which has come to characterize the Etihad Airways brand and which will enhance the airline’s reputation as the standard-bearer of superlative customer service.
Peter Baumgartner, Chief Commercial Officer of Etihad Airways said: “Ettore, working with our teams, has once again delivered a new uniform which will showcase our brand with characteristic flair at every city on our ever-growing network. The world has been paying very close attention to us this year and our new collection will not disappoint. It is the embodiment of the Etihad Airways brand, service ethos and unshakeable commitment to excellence, marking our arrival as a leader of sophisticated flying.”
Stylishly cut and fitted, each ensemble is easy to wear, flexible and practical, allowing cabin and ground personnel ease of movement as they carry out their duties.
Ettore Bilotta said: “Since the launch of Etihad in 2003, I have come to know the airline, its teams and management, very intimately, and have developed a style which has evolved as the airline has grown. For me it has essentially been about dressing a brand and an ethos.”
The brief given to Bilotta by the airline was for a design which would represent timeless sophistication, glamour and elegance. The designer has succeeded in realizing the airline’s aspiration to reimagine flying by creating clothing which captures the understated style and innovation of Etihad Airways.
Key points about the new uniforms:
· Made from 100 per cent Italian wool, the uniforms feature an intricate jacquard design
· Uniquely, approximately 30 per cent of the outfits were handmade or hand-stitched
· The design merges dramatic elements of old world haute couture from 1960s Paris and Rome, with the more contemporary fashions evident on the runways
· A warm chocolate brown has been chosen as the base colour for the uniform, with a deep purple accent for cabin crew and lounge teams, and a burnt orange accent for ground crews and Special Services teams
· Hats worn by the crew are now more aerodynamic and ‘retro’, inspired by the iconic stars of the Hollywood Silver Screen and the sweeping formations of the Emirati desert sand dunes
· Bilotta has also taken the unusual step of breaking up the main primary shades by introducing all the secondary colors as accents on blouses and accessories
Etihad Airways commissioned renowned fashion photographer Norman Jean Roy to shoot the campaign.