A mile high

An old icon finds a new face 

Claudia Sorace Creative Director

When most companies are graced with a new 'working uniform' most of us will merely raise an eyebrow. It's not that it doesn't matter; it's just that unless we have to look at it day in day out (or wear it) it strictly doesn't matter to us.

When Virgin Australia’s CEO John Borghetti unveiled their latest and new uniform, the passengers and fans of the sky 'oooh'ed and 'arhhh'ed. It was smart, romantic and really set them apart from the others. The floaty neck scarf and the bold red. Hopefully with a ceremonious burning of those tan pants, in secret of course.

Most importantly though, along with their successful rebranding and advertising campaigns; it was well received. Shortly after, we saw the corporates flock in droves - taking their business from our long beloved, Qantas to Virgin Australia.

It was almost painful, watching the Borghetti Machete cut out the deadwood and return Virgin Australia to the romantic era of flying, all the while delivering a sleek backhander to Alan Joyce (CEO of Qantas).

But what's this? A rebuttal? A new uniform for Qantas? Our home airline famous for its aboriginal spot art, is trading this in? In its place a different look altogether....

With Miranda Kerr (a former Victoria Secret Angel) modeling the new uniform, Qantas CEO must have re-joyced over her name drop, getting one up on Borghetti. Strutting the catwalk, Kerr looks more like inspector gadgets assistant or Agent 99 as opposed to an airline steward. It's a little saucy, the sheer dark stockings and the black trench; you may be tempted to ask for more than just pretzels mid flight.

What's more? Well there is a large quantity of pink, splashing across the front of the uniform and a pink ‘floaty’ scarf also. The ‘pink’ is a large fashion faux pas and tends to violate the eyes in an uncomfortable way. It’s a little like seeing a newborn baby, with earrings. You know the parents meant well, but there is something about seeing this uniform (and a baby with earrings) that just doesn’t sit well or makes you uncomfortable maybe.

Generally the uniform is sophisticated; a 60’s trench and cap evoking PAN AM flashbacks. It’s a little ‘Jetsons’ with its ‘streaks’ of colour.  But it does, somewhat reflect the Virgin Australia uniform. They have copied the ‘floaty’ scarf and have dived back into the retro pool. 

Naturally, if Miranda Kerr strutted down the catwalk in a paper bag, she would still make it look good. My innate concern, as someone within the fashion industry is this; the young birds of flight will rock it with all might, the old geese of yonder may leave a lot to ponder...

However, as the tongues wag from either company about who, copied who (like schoolchildren); the new look will achieve one thing, Publicity. People are talking and it might not be all-bad. Whether you like it or loathe it, it’s doing its job. 

I understand wholeheartedly what designer Martin Grant was trying to asleeve. It is sleek and new, and more than not – that splash of pink will reinstate branding. So pink sky at night, shepherds delight? Either way, watch the skies for the ‘new’ Qantas, after all you’re the reason they fly…