When Hospitality Meets Haute Couture
Around the globe, airlines and hotels are collaborating with top fashion houses to reshape brand narratives.
When Aegean Airlines revealed its latest uniforms last October, the Instagram announcement looked not unlike a teaser of a Jacquemus show. In it, models glided down a mirrored runway as the sea shimmered on the horizon, dressed in uniforms designed by Zeus+Dione, a fashion brand rooted in Greek craftsmanship. “The [colors] reflect the Greek landscape: deep Aegean blue alternating with sunlit silver-blue hues of rocky surfaces, along with washed-white shades reminiscent of the traditional architecture in the Cyclades and Dodecanese Islands,” said Zeus+Dione co-founder Dimitra Kolotoura.
From Pierre Balmain for Singapore Airlines to Emilio Pucci for Braniff International Airways, airlines have a long history of tapping fashion houses to translate brand vision. In 1962, Air France worked with Christian Dior's then artistic director Marc Bohan to create a modern uniform featuring pillbox hats and cropped jackets with Claudine collars. It was the same year that astronaut John Glenn orbited the Earth, and Britain and France began developing the Concorde supersonic airliner. For the airline, the new uniforms signaled its launch into the jet age.
These collaborations can serve as more than just a time capsule, often honoring local culture and tradition. Unveiled in December, Air India’s new crew uniforms, designed by Indian couturier Manish Malhotra, feature deep reds, burgundy, aubergine, and gold accents. Malhotra told Traveler, “The color palette was influenced by a traditional Indian palette, and is symbolic of vitality, power, and opulence.” The patterns, he explained, are a nod to traditional architecture, especially the jharokha (an ornamental window style).
