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 new uniforms will be introduced system-wide from December 27th and will be worn by Etihad Airways’ cabin crews and ground teams.
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.
Etihad Airways was recently recognised as the World’s Leading Airline for the sixth consecutive year by the World Travel Awards.