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The staff of Scandinavian Airlines (SAS) will soon be getting a new uniform. The airline believes that the new clothing suits the company, is recognizable, and flexible. It is said to align with modern times, but it seems the company may have missed the mark. In this article, I will show both the current and new uniforms. I’m curious to hear what you think.
Old collection of Scandinavian Airlines
Before we take a look at the new clothing, let me first show you what the cabin crew is currently wearing.
The current uniforms are quite simple and not very distinctive. This type of uniform is common in the airline industry, which isn’t necessarily a bad thing. However, one of the main functions of a uniform is recognizability. Since such uniforms are so widely used, it becomes difficult to distinguish staff. After all, many people at an airport are dressed in suits, and without a clear logo or a standout color, it’s hard to tell what someone’s role is.
Scandinavian Airlines presents new uniform package
Although the new uniforms are already known among staff, the company has not yet released an official press statement. Fortunately, the YouTube channel FinalCall Travel was present at the unveiling and filmed it. Based on that video, I will discuss the outfits.
First up are the pilot uniforms. Besides a slightly lighter color, the suit is not much different from what they previously wore.
Next, the ground staff outfit is revealed. Although it’s a uniform, it closely resembles regular clothing. The presenter claims the staff is recognizable by the company colors. However, these colors and clothing items are so commonly worn that I wonder if the staff will indeed stand out in practice.
Finally, the cabin crew uniforms are showcased. The clothing is described as flexible, as each staff member can choose the pieces that best suit their style. The presenter mentions that they’ve added colors that should give a calmer and more open appearance. She gives peach-colored blouses and wool scarves as examples. While the wool scarf is clearly visible during the show, the blouse in the video seems more beige than peach-colored.
Lastly, the service uniform is introduced. This is the outfit worn when serving food and drinks onboard. Both the woman and man in the video are wearing a blue apron with a scarf. It’s emphasized that women are allowed to wear either heels or sneakers, and visible tattoos are also permitted.
Casualization of uniform packages
In recent years, more and more airlines have opted for a more casual uniform package. This trend is now visible at Scandinavian Airlines as well. I understand the reasoning behind it: freedom of choice and a comfortable fit are becoming increasingly important. There’s nothing wrong with that, but as a company, you should be aware of the purpose of a uniform.
If a uniform’s sole purpose is protection, you only need to adhere to safety regulations and can choose your own color and style. However, in aviation, safety is important, but so is recognizability. If you opt for a more casual look and varied clothing pieces, the uniform starts to resemble leisurewear. This is especially true when the colors are commonly seen in everyday life.
I understand the desire to stick to your brand colors, but a uniform in the airline industry must be distinctive. If much of the population is wearing casual blue clothing, you need to consider whether you want your staff to blend in with that. But above all, I hope the staff is happy with it. That is ultimately the most important thing.
Greetings,
Aileen