Alitalia Gets a New Look That's in Line With Etihad's Broader Ambitions
Skift Take
They say dress for the job you want. The new Alitalia uniforms are stylish and the campaign is emotive. Alitalia's look suits the job of being an Etihad Group brand. For those who believe brand defines long-term success, this is the case study to watch.
Alitalia has revealed new crew uniforms as part of its re-branding initiative and a wider program to turn around the troubled airline, a program promoted by majority stakeholder Etihad Airways.
The new uniforms are a departure from the attractive but conservative blue and green suits crew have worn over the past years, recall the tailoring of earlier uniforms designed by Giorgio Armani, and clearly harmonize with the styling of Etihad's new uniforms revealed last year.
Cramer Ball, Chief Executive Officer of Alitalia, said of the project, "We are introducing a new look which captures the spirit of Alitalia today as it continues on its journey of renewal and growth. Our aim was to create a stylish collection which would represent Italian excellence around the world. The new uniforms complement the renaissance of the Alitalia brand and the rejuvenation of its aircraft fleet and products for its customers.”
Designed by Milan based haute couturier Ettore Bilotta, the crew and staff uniforms are intended to communicate the airline's new "Made of Italy" campaign.
Tailor-made by a team of 500 Italian couturiers, the uniform collection features fabrics made in Tuscany, and silk made in Como. The men's uniforms were specially tailored in Puglia, and the accompanying
