Scandinavian Airlines introduces new uniforms

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Starting this month, the staff of Scandinavian Airlines (SAS) will begin wearing their new uniforms. According to the company, the collection is both timeless and modern, sustainable, functional, and inclusive. Curious to see them? In this article, I’ll show you both the old and new uniforms and tell you all about them.

 

Scandinavian Airlines’ old uniform

SAS Uniform 2016-2024
Scandinavian Airlines Uniform 2016-2024 | Photo: Scandinavian Airlines

Since 2016, the cabin crew has worn a fairly simple uniform. The primary colors were navy, cobalt blue, and white—a combination commonly seen in the aviation industry. The overall look was professional, but not particularly distinctive.

 

Scandinavian Airlines introduces new uniforms

At the end of 2024, the YouTube channel Final Call published a video showcasing the presentation of the new uniform. The preview revealed a collection that, at first glance, differed little from the old uniforms.

Now that the official press photos have been released, this impression seems to be confirmed. According to the Swedish airline, this was a deliberate choice, as they wanted to maintain what they describe as their recognizable identity. For the design, they drew inspiration from previous uniforms created by Christian Dior and Calvin Klein.

 

Scandinavian Airlines introduces new uniforms
Group Photo: Scandinavian Airlines New Uniform | Photo: Scandinavian Airlines
Scandinavian Airlines introduces new uniforms
Scandinavian Airlines New Uniform | Photo: Scandinavian Airlines
SAS new pilot uniform
Scandinavian Airlines new pilot uniform | Photo: Scandinavian Airlines

Despite taking inspiration from the past, SAS has also adapted to modern trends and standards. Staff now have the option to wear sneakers, and tattoos and piercings are allowed to be visible. The uniforms are labeled as “gender-inclusive,” though no further details are provided on what that means in practice. The same ambiguity applies to sustainability; while the press release mentions that material choices were made with sustainability in mind, it lacks specific information. It only mentions that some items are reused or upcycled. This could mean that old garments are shredded and the fibers repurposed for the new collection, but it’s also possible that fabric is kept intact and repurposed in its original form.

Scandinavian Airlines introduces new uniforms
Scandinavian Airlines New Uniform | Photo: Scandinavian Airlines
Scandinavian Airlines introduces new uniforms
Scandinavian Airlines New Uniform | Photo: Scandinavian Airlines

More of the same

The new uniforms are classic and polished but not particularly inspiring or innovative. That doesn’t mean it’s a bad collection. In Scandinavian countries, a somewhat understated, businesslike appearance is valued. From that perspective, this collection fits well within the expected aesthetic.

What do you think of Scandinavian Airlines’ new uniforms?

 

Greetings,

Aileen

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