- New age of style and glamour unveiled with
the arrival of Etihad Airways' latest Airbus A380 and Boeing 787-9
aircraft
- Captivating images of the beautiful new
uniforms by award-winning photographer, Norman Jean Roy
ABU DHABI, UAE, Dec. 18, 2014 /CNW/ - Etihad Airways today
revealed its much anticipated new uniforms at a spectacular show in
Abu Dhabi, paving the way for a
new age of glamorous and sophisticated flying.
(Photo:
http://photos.prnewswire.com/prnh/20141218/165260)
(Photo:
http://photos.prnewswire.com/prnh/20141218/165261)
Created by Italian Haute Couturier Ettore Bilotta at his atelier
in Milan, the new uniform exudes a
classic elegance seldom seen in the aisles of modern airliners, and
cleverly merges dramatic elements of old world haute couture from
1960s Paris and Rome, with the more contemporary fashions
evident on the runways of London,
New York, Milan and Tokyo.
The beautiful collection possesses a style which has come to
characterise the Etihad Airways brand and which will enhance the
airline's reputation as the standard-bearer of superlative customer
service.
Unveiled at a catwalk show held for global media, the launch has
been timed to coincide with the arrival of Etihad Airways' fleet of
Airbus A380 and Boeing 787-9 aircraft, equipped with the airline's
revolutionary new cabins. The debut of the new uniforms represents
the grand finale to what has been a momentous year for the airline
on the world stage.
Peter Baumgartner, Chief
Commercial Officer of Etihad Airways said: "Ettore, working with
our teams, has once again delivered a new uniform which will
showcase our brand with characteristic flair at every city on our
ever-growing network.
"The world has been paying very close attention to us this year
and our new collection will not disappoint. It is the embodiment of
the Etihad Airways brand, service ethos and unshakeable commitment
to excellence, marking our arrival as a leader of sophisticated
flying."
Multi-award winning, New
York-based photographer Norman Jean
Roy, whose prolific career includes work for leading
publications such as Vogue and Vanity Fair, leading fashion brands
and Hollywood studios, was
commissioned by the airline to capture a breath-taking set of
images of the new collection. The photo-shoot took place on the
majestic sand dunes of Abu Dhabi's
Liwa desert and on location at the exclusive Qasr al Sarab desert
resort.
The new uniforms will be introduced system-wide from 27 December
and will be worn by Etihad Airways' cabin crews and ground teams,
and feature new designs for the airline's Butlers in The Residence
by Etihad, First Class Inflight Chefs, Business Class Food &
Beverage Managers, Cabin Managers, Cabin Crew, Flying Nannies, and
airport and lounge teams.
Ettore Bilotta said: "Since the
launch of Etihad in 2003, I have come to know the airline, its
teams and management, very intimately, and have developed a style
which has evolved as the airline has grown. For me it has
essentially been about dressing a brand and an ethos."
The brief given to Bilotta by the airline was for a design which
would represent timeless sophistication, glamour and elegance. The
designer has succeeded in realising the airline's aspiration to
reimagine flying by creating clothing which captures the
understated style and innovation of Etihad Airways.
Aubrey Tiedt, Vice President
Guest Services at Etihad Airways said: "This is not just a uniform.
This is pret-a-porter concept – a future lifestyle statement and
homage to the golden age of glamorous flight. It is about bringing
back classic elegance, allure and richness to our men and women in
a style which will become their signature look. No matter where you
are in the world, you will know this is Etihad."
Made from 100 per cent Italian wool, the uniforms feature an
intricate jacquard design and were made in various locations across
Italy, with additional
manufacturing taking place in Shanghai, Tunis and Bucharest by a dedicated team which totalled
approximately 400 staff. Uniquely, approximately 30 per cent of the
outfits were handmade or hand-stitched.
Stylishly cut and fitted, each ensemble is easy to wear,
flexible and practical, allowing cabin and ground personnel ease of
movement as they carry out their duties.
The uniforms have been created incorporating almost all the
brand colours of Etihad Airways' brand palette.
A warm chocolate brown has been chosen as the base colour for
the different uniform variations, with a deep purple accent colour
for cabin crew and lounge teams, and a burnt orange accent colour
for ground crews and Special Services teams. Bilotta has also taken
the unusual step of breaking up the main primary shades by
introducing all the secondary colours as accents on blouses and
accessories.
Female cabin crew, ground and lounge teams will wear a skirt
suit, accessorised with fitted gloves, belt, hat and scarf.
Hats worn by the crew are now more aerodynamic and 'retro',
inspired by the iconic stars of the Hollywood Silver Screen and the
sweeping formations of the Emirati desert sand dunes. The new style
is classic and enduring, reminiscent of the much-admired designer
collections of airline crews in the heyday of international air
travel.
Male cabin crew will wear a three-piece suit, while male ground
crew will wear a two-piece suit. Accessories will also include
belts and gloves. Male lounge agents will wear new Food &
Beverage uniforms in line with those worn by the onboard Food &
Beverage Managers.
A classic trench coat adds a sense of catwalk drama to all the
variations of the uniform and can be worn in all types of weather.
The light-weight coat is versatile and foldable, reducing cost and
allowing easy carriage.
All gloves, scarves and neckties feature intricate geometric
patterns and fretwork. The same level of detail is also evident on
matching accessories such as new slim-line handbags, which have
been made to the dimensions of a tablet device.
For Etihad Airways' acclaimed Butlers, the airline has combined
historic British butler attire with new world design to reflect
Etihad Airways' modern and globally recognised style. The fabric
colours used for this uniform are warm brown for the long-tailed
jackets and ties, ivory for the trousers and waistcoats and white
for the shirt and gloves. The tones used reflect some of the subtle
colours evident in The Residence by Etihad, and also the airline's
new 'Facets of Abu Dhabi'
corporate livery.
Style and image have been re-examined in line with the new
collection and the bold fiery make-up and lipstick tones used
previously have been replaced with calmer shades which are
currently de rigueur and which also perfectly complement the earthy
colours now being introduced.
Etihad Airways has collaborated with leading make up experts MAC
to provide their products for crew use at the airline's 'Style
& Image Suites' at its Training Academy and its recently opened
Innovation Training Academy.
For high resolution videos of Etihad Airways' new aircraft, new
uniform shoot and brand story please click on:
http://blog.etihad.com/en/dec-18-reveal/
For images of Etihad Airways' new aircraft, cabins and uniform
variations, please visit: www.etihadmediacentre.com
About Etihad Airways
Etihad Airways began operations in 2003, and in 2013 carried
11.5 million passengers. From its Abu
Dhabi base, Etihad Airways flies to 111 existing or
announced passenger and cargo destinations in the Middle East, Africa, Europe, Asia,
Australia and the Americas. The
airline has a fleet of 109 Airbus and Boeing aircraft, and more
than 200 aircraft on firm order, including 71 Boeing 787s, 25
Boeing 777-X, 62 Airbus A350s and nine Airbus A380s.
Etihad Airways holds equity investments in airberlin, Air
Seychelles, Virgin Australia, Aer
Lingus, Air Serbia and Jet Airways, and is in the process of
formalising equity investments in Alitalia and Swiss-based Etihad
Regional, operated by Darwin Airline. Etihad Airways, airberlin,
Air Serbia, Air Seychelles, Jet Airways and Etihad Regional also
participate in Etihad Airways Partners, a new brand that brings
together like-minded airlines to offer customers more choice
through improved networks and schedules and enhanced frequent flyer
benefits.
For more information, please visit: www.etihad.com
SOURCE Etihad Airways
