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You would expect airlines to have taken a big hit after the pandemic. Financially, that is. At least that’s what the media was reporting last year. But apparently, there are enough companies that had sufficient reserves. Because one airline after the other is currently launching new corporate clothing collections. Today I dive into the new Air Canada Rouge clothing.
The old uniform
As always, let’s first take a look at the old uniforms. In February 2017, Air Canada introduced new uniforms for their then 28,0000 employees, designed by Canadian menswear designer Christopher Bates. The designer called this collection “ahigh point in his career”.
In March 2018, Air Canada Rouge and Bates won two awards from NAUMD, the North American Association of Uniform Manufacturers and Distributors. One award for the best-dressed company in their industry and the ‘best of the best’ award. Air Canada was the best-dressed organization out of all sectors.
New uniform for Air Canada Rouge
The uniforms are not yet four years old, but they thought it was time for something new. Air Canada Rouge, Air Canada’s leisure airline, says they want to respond to the high demand for leisure travel. Not only the clothing but the interior of the aircraft has been completely renewed.
They have only released one photo of the new uniforms and I had to zoom in on it. It’s a bit like a game of spot the difference. The biggest difference is the new ties and scarves. They were bright red and are now combined with gray and purple. I see the same gray suits and white blouses and shirts, the only minor difference is the red stripe on the pencil skirt.
When I look at the photos of the interior, it doesn’t get more exciting. I think the look is more appropriate for a business airline than one focused on holiday flights. The same goes for the uniforms.
Where’s the holiday look?
I also don’t understand why the previous collection won two awards. Of course, there is more than just appearance. When I was a judge for the Dutch Corporate Fashion Awards, I didn’t just look at the outside. You can rate uniforms in so many other ways. Think, for example, sustainability and innovation. But one of the most important things is that the image reflects what the company does or offers. Canada Air Rouge misses the point in that regard. No douze points from me!