In August, we’re turning our spotlight on architecture and design. After spending so much time at home, there’s nothing we crave more than checking into a dreamy hotel, finding hidden architectural treasures, or hitting the road in style. We’re thrilled to celebrate the beautiful shapes and structures that make our world special. Join us as we share an inspiring story about a city restoring its sacred monuments, explore how historic hotels are making accessibility a priority, examine how architecture is reshaping urban travel, and take a tour of the most significant buildings in each state.
Nowadays, you don’t often hear words like “fashion” or “glamour” tied to aviation, but airlines have a long history of blending style and design into their marketing and travel experience. Even though the “golden days of flying” are behind us, airlines still invest significant amounts to collaborate with famous designers and luxury brands to elevate their image.
These partnerships are thriving, but spotting them on your travels requires a keen eye. So why do airlines focus their resources on something seemingly secondary to their main operations? From a brand perspective, these collaborations can boost reputation and customer perception, especially in an industry often facing consumer dissatisfaction. Aligning with a well-regarded brand can enhance pride and morale among staff as well.
For some airlines, these partnerships serve as a “calling card” for destinations. Airlines like KLM and Singapore Airlines, who operate extensive international networks, often serve passengers connecting between countries via their hubs. Sharing local culture through food, design, or even complimentary tours can leave a lasting impression and inspire future visits.
Over the years, the airline industry has formed countless partnerships with fashion labels, designers, and even composers, like George Gershwin’s “Rhapsody in Blue” famously associated with United Airlines. Here are some notable fashion and design collaborations you might have seen in recent times.
Featuring a luxury brand in first or business class introduces affluent travelers to products and services they might seek on the ground as well. KLM’s decade-long collaboration with Dutch designer Marcel Wanders is a testament to this strategy. Wanders designed elements of their World Business Class meal service, including silverware, dishes, and decorative patterns featuring the iconic Delft Blue. This design is consistent throughout the aircraft, from menu designs to linens.
Delta Air Lines, a partner in the SkyTeam alliance, also embraces high-profile design collaborations. In 2013, they enhanced their Delta One business class with Westin’s renowned Heavenly Bed duvets and pillows. By 2017, they teamed up with Alessi to redesign inflight service ware, introducing sleek silverware, plates, trays, napkin rings, and more, adding a modern touch to the typically mundane in-flight experience.
Finland’s Finnair, known for its stylish approach, has used the iconic handmade Ultima Thule glasses from Iittala since its first long-haul flights to New York in the late 1960s. Featuring a frozen, icicle-like appearance, these glasses reflect the airline’s Nordic heritage and practicality with their lightweight yet sturdy design.
Marimekko, another Finnish brand, partnered with Finnair in 2012, incorporating its vibrant patterns into the aircraft’s amenities, from amenity kits and tableware to aircraft liveries. These elements are also seen in its Helsinki airport lounge, giving a taste of Finnish culture to connecting travelers.
It’s not just food and drink elements that feature big names. Japanese designer Kengo Kuma revamped All Nippon Airways’ airport lounges and created new business and first-class seats for the airline. Known as “The Room” and “The Suite,” these seats offer maximum privacy and showcase Japanese wood finishes and simple lines.
Fashion designers have been teaming up with airlines for a long time, with legends like Emilio Pucci, Roy Halston, Oleg Cassini, and Yves Saint Laurent creating uniforms for flight attendants. Among the most famous is the Pierre Balmain-designed sarong kebaya for Singapore Airlines’ female crew, a long-standing symbol of the airline’s renowned service.
In 2006, Delta tapped Richard Tyler to design their notable navy and red flight attendant dresses. The latest uniforms by Zac Posen come in striking shades dubbed “passport plum, cruising cardinal, and groundspeed graphite”—or simply put: purple, red, and grey. Posen collaborated with employees to ensure the uniforms were both functional and stylish. These uniforms are often considered among the most eye-catching in North America.
Vivienne Westwood designed the sharp uniforms for Virgin Atlantic’s flight crew, aligning perfectly with the airline’s trendy image. This approach reflects Richard Branson’s business model, where enhancing brand perception allows customers to justify higher prices.
Martin Grant from Melbourne designed Qantas’ current uniforms, while United worked with Brooks Brothers on their latest employee outfits. Gianfranco Ferré’s uniform for Korean Air features regional touches, capturing attention worldwide with its baby blue and beige design.
In France, a fashion haven, Air France has showcased Christian Lacroix-designed uniforms, symbols of elegance for years, building on a tradition that started as far back as 1946 with Georgette Renal. Alitalia has similarly collaborated with top fashion houses like Alberta Ferretti and Giorgio Armani, despite ongoing financial challenges.
Next time you’re at the airport or flying high, take a closer look. Numerous renowned fashion and design brands are vying for your attention, and you might be surprised to discover a stylish side to the airline industry you never expected, flight delays and all.
