Air New Zealand has accomplished something with the launch of their new uniform that many airlines aspire to, but rarely succeed at. I’m talking about the combination of culture, diversity, and creativity—without losing that representative and professional appearance. But they pulled it off. And it looks fantastic. In this article, I’ll show you the uniforms and share the remarkable story behind the details.
Air New Zealand’s new uniforms are a tribute to culture
The collection is the result of a collaboration between designer Emilia Wickstead and artist Te Rangitu Netana. That in itself is unique and sets Air New Zealand apart. Most airlines only work with a designer. This time, they teamed up with a well-known tattoo artist and visual storyteller.
Te Rangitu Netana is a pioneer of tā moko, also known as the Māori tattoo. He started his work in the north of New Zealand, but now lives in England and travels the world educating people about the Māori (the Indigenous people of New Zealand) and tā moko, the traditional permanent body art of the Māori.
For this collection, the tā moko artist designed several prints, each telling a story about New Zealand’s culture.
1. PEPEHA PRINT (top left)
This tāniko pattern captures the essence of pepeha – where mountains meet clouds, rivers shape the land, and ancestral wisdom flows like the lifeblood of Aotearoa.
Te Rangitu: “This tāniko pattern is your basic pepeha – your awa (river), your whenua (land), your Pā (home), your maunga (mountain), your iwi (tribe).”
2. PURAPURA WHETŪ PRINT (bottom left)
Underneath the new tui buttons is a special print that tells a story of navigation. At its center is a compass star, symbolizing the ancient knowledge of traditional Māori navigators. The diamond shape is a pātiki (flounder) pattern. Te Rangitu: “To me, this goes hand in hand with the stars, because navigation came through the fishermen—so fish can be a metaphor for stars in the sky.”
As the pātiki pattern repeats, it evolves into a purapura whetū – the first stars placed in the sky by the Māori god Tāne – a bridge between ancestral navigation and celestial storytelling in woven form.
3. KŌWHAI PRINT (top right)
This print shows clusters of kōwhai flowers with seed pods and leaves growing outwards. Interwoven are kōwhaiwhai patterns of koru (fern) and mangōpare (hammerhead shark), symbolizing the cycle of life. The dots represent stars and hinetore, the first glimmers of light in the Māori creation story. The kōwhai tree blossoms as a living symbol of renewal, resilience, and the first light of creation. The koru symbolizes new beginnings and harmony, while the mangōpare stands for strength.
4. KIWI FEATHER PRINT (middle right)
The pilots have their own print, representing the kiwi—the sacred bird of New Zealand—giving them a sense of seniority and leadership. It symbolizes not only status but also a spiritual connection to the land.
5. KĀKĀ PRINT (bottom right)
In Māori culture, kāka feathers were highly valued and often reserved for use in traditional adornments such as cloaks (kākahu) and headbands. Wearing these feathers symbolized mana (authority, prestige, and spiritual power), particularly for leaders or high-ranking individuals. They represented a connection to the divine and the wearer’s role as a leader or protector.
Diversity at the Core
Beyond the prints, New Zealand’s cultural diversity is also celebrated in other ways. The airline chose to showcase a variety of models—not just white men and women, but people with different body types and ethnic backgrounds.
In the current trend of airlines allowing men to wear skirts, you might assume the gentleman in the lower-left photo is wearing one too. But appearances can be deceiving. What he’s wearing is a lavalava—a cultural garment originating from Samoa (an island near New Zealand) and other parts of Polynesia. It resembles a wrap skirt or kilt and is worn by both men and women.
Unisex garments are also a major trend in the world of airline uniforms. Air New Zealand has added its own unique twist. Instead of a fully unisex collection, there is only one unisex piece: the blouse (see bottom-left photo), made for both men and women. While most gender-neutral clothing tends to be straight-cut and masculine, this blouse leans more toward the feminine. The fabric flows softly, and the fit allows room in the bust area.
Air New Zealand’s new uniforms are incredible
It’s truly admirable how Air New Zealand has managed to incorporate so much culture and symbolism into a uniform collection. And thanks to the classic pinstripe pattern, the whole ensemble still looks formal and businesslike. That’s quite an achievement.
If you’re curious to see which uniforms the cabin crew used to wear, I made a short video about it last year. You can find it on Instagram or TikTok.
Warm regards,
Aileen