Australian airline Jetstar has heralded the start of a fashionable new era, with the unveiling of its revamped uniform.
Designed by renowned Australian fashion designer Genevieve Smart, in collaboration with 40 Jetstar crew, the updated look marks a fresh chapter for the airline.
“We’ve listened to our people and together wanted to create a uniform that reflects how far we have come as we move into our third decade of operation,” Jetstar Group CEO Stephanie Tully said.
Of course, Smart was an obvious choice to update the look, bringing more than twenty years of fashionable experience as co-founder and creative director of luxury contemporary label Ginger & Smart to the project.
“Ginger & Smart has a proven track record of dressing people of all ages for work, for celebrating and for holidays. Our brand is known for print and colour and I knew we could bring a new energy to Jetstar’s uniform,” Smart told marie claire Australia.
As for her creative process, Smart was inspired by the mesmerising tangerine and indigo shades of a sunrise or sunset gleaming through a plane window. “The excitement of a destination, the possibility of new adventures and thrill of travelling – to me it represented new horizons for Jetstar,” she said.
This inspiration is most evident in the new uniforms’ colour palette, which sees Jetstar’s iconic black and orange traded for softer orange hue and a gentle blue.
Beyond aesthetics, another key consideration for the new collection was comfort. In particular, three new uniform categories have been designed to cater to everyone, giving Jetstar crew more freedom to choose what they’d like to wear. Among the new options are linen jackets, cotton chinos, shirt dresses, and smart polos, each “intended to feel like pieces one might instinctively pack for a holiday,” Smart said.
Cabin crew were consulted throughout the design process to support this aim. “I really enjoyed working with the crew to hear from them what they needed. The design journey involved a very collaborative process of staff feedback about what works for them functionally but at the same time making them look professional, relaxed and fashionable,” Smart explained.
And it’s a joint effort that has paid off: “I have had hugs and tears of joy from both women and men in the Jetstar crew,” Smart recalled. “I know they love how it makes them feel and that so much thought has gone into every detail, so that the styling, the fit and function are exactly right for the work that they do.”
You can spot the new-look uniform in the skies on over 5000 Jetstar frontline team members from late 2024.
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