Etihad
Airways today revealed its much anticipated new uniforms at a spectacular show
in Abu Dhabi, paving the way for a new age of glamorous and sophisticated
flying.
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 characterise the
Etihad Airways brand and which will enhance the airline’s reputation as the
standard-bearer of superlative customer service.
Unveiled
at a catwalk show held for global media, the launch has been timed to coincide
with the arrival of Etihad Airways’ fleet of Airbus A380 and Boeing 787-9
aircraft, equipped with the airline’s revolutionary new cabins. The debut of
the new uniforms represents the grand finale to what has been a momentous year
for the airline on the world stage.
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.”
Multi-award
winning, New York-based photographer Norman Jean Roy, whose prolific career
includes work for leading publications such as Vogue and Vanity Fair, leading
fashion brands and Hollywood studios, was commissioned by the airline to
capture a breath-taking set of images of the new collection. The photo-shoot
took place on the majestic sand dunes of Abu
Dhabi’s Liwa desert and on location at the exclusive
Qasr al Sarab desert resort.
The
new uniforms will be introduced system-wide from 27 December and will be worn
by Etihad Airways’ cabin crews and ground teams, and feature new designs for
the airline’s Butlers in The Residence by Etihad, First Class Inflight Chefs,
Business Class Food & Beverage Managers, Cabin Managers, Cabin Crew, Flying
Nannies, and airport and lounge teams.
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
realising the airline’s aspiration to reimagine flying by creating clothing
which captures the understated style and innovation of Etihad Airways.
Aubrey
Tiedt, Vice President Guest Services at Etihad Airways said: “This is not just
a uniform. This is pret-a-porter concept – a future lifestyle statement and
homage to the golden age of glamorous flight. It is about bringing back classic
elegance, allure and richness to our men and women in a style which will become
their signature look. No matter where you are in the world, you will know this
is Etihad.”
Made
from 100 per cent Italian wool, the uniforms feature an intricate jacquard
design and were made in various locations across Italy,
with additional manufacturing taking place in Shanghai,
Tunis and Bucharest by a dedicated team which totalled
approximately 400 staff. Uniquely, approximately 30 per cent of the outfits
were handmade or hand-stitched.
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.
The
uniforms have been created incorporating almost all the brand colours of Etihad
Airways’ brand palette.
A
warm chocolate brown has been chosen as the base colour for the different
uniform variations, with a deep purple accent colour for cabin crew and lounge
teams, and a burnt orange accent colour for ground crews and Special Services
teams. Bilotta has also taken the unusual step of breaking up the main primary
shades by introducing all the secondary colours as accents on blouses and
accessories.
Female
cabin crew, ground and lounge teams will wear a skirt suit, accessorised with
fitted gloves, belt, hat and scarf.
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. The new style is classic and enduring, reminiscent of the
much-admired designer collections of airline crews in the heyday of
international air travel.
Male
cabin crew will wear a three-piece suit, while male ground crew will wear a
two-piece suit. Accessories will also include belts and gloves. Male lounge
agents will wear new Food & Beverage uniforms in line with those worn by
the onboard Food & Beverage Managers.
A
classic trench coat adds a sense of catwalk drama to all the variations of the
uniform and can be worn in all types of weather. The light-weight coat is
versatile and foldable, reducing cost and allowing easy carriage.
All
gloves, scarves and neckties feature intricate geometric patterns and fretwork.
The same level of detail is also evident on matching accessories such as new
slim-line handbags, which have been made to the dimensions of a tablet device.
For
Etihad Airways’ acclaimed Butlers,
the airline has combined historic British butler attire with new world design
to reflect Etihad Airways’ modern and globally recognised style. The fabric
colours used for this uniform are warm brown for the long-tailed jackets and
ties, ivory for the trousers and waistcoats and white for the shirt and gloves.
The tones used reflect some of the subtle colours evident in The Residence by
Etihad, and also the airline’s new ‘Facets of Abu Dhabi’ corporate livery.
Style
and image have been re-examined in line with the new collection and the bold
fiery make-up and lipstick tones used previously have been replaced with calmer
shades which are currently de rigueur and which also perfectly complement the
earthy colours now being introduced.
Etihad
Airways has collaborated with leading make up experts MAC to provide their
products for crew use at the airline’s ‘Style & Image Suites’ at its Training Academy
and its recently opened Innovation
Training Academy
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