18 May 2016 16:02
Rome, 18 May 2016 - Alitalia today unveiled a striking new staff uniform collection at a catwalk show held at the Nazionale Spazio Eventi in Rome before an audience of media representatives and specially invited guests from around the world. The collection has been designed and tailor-made by a team of nearly 500 people in Italy, with fabrics made in Tuscany, silk in Como, men’s uniforms tailored in Puglia, and leather accessories such as gloves in Naples, and shoes in the Marche region. Created by Italian haute couturier Ettore Bilotta at his atelier in Milan, the new ‘Alitalia Collection’ takes inspiration from the glamorous golden days of Italian fashion in the 1950s and 1960s and Italy’s rich heritage, culture and national identity. It also celebrates the people of Alitalia, their professionalism, style and passion for the airline.
Cramer Ball, Chief
Executive Officer of Alitalia, said: “We
are introducing a new look which captures the spirit of Alitalia today as it
continues on its journey of renewal and growth. In doing so, we also celebrate
its illustrious 70 year history. Our aim was to create a stylish collection
which would represent Italian excellence around the world. This is a country at
the forefront of global style and design. The new uniforms complement the
renaissance of the Alitalia brand and the rejuvenation of its aircraft fleet
and products for its customers.”
Ettore Bilotta said:
“Being given the opportunity to design the new
uniforms for this much loved Italian symbol was very exciting and gave me the
opportunity to create a special collection which symbolises Italy and our pride
in Alitalia as its ambassador to the world. Alitalia is one of the most
recognised airline brands in the world and I had to deliver something truly
special. Working closely with Alitalia on every aspect of the design process
was crucial. This ensured the whole project was created, managed and completed
in Italy by Italians, and to showcase the arts, culture, people, design and
landscapes of this great country.”
Aubrey Tiedt, Alitalia’s Chief Customer
Officer, said: “Our
new Alitalia uniform emulates the beauty, style and elegance of Italy. We want
our customers to experience the best of Italy in everything that we do, and
there is no better way of highlighting our desire than with our new uniform.”
To represent the essence
of Italy in the new collection, the designer studied Italian architecture,
monuments, and everyday lifestyles but elected to draw inspiration from the
country’s landscapes, eventually focusing on the terraces of Cinque Terre on
the Italian Riviera. These terraces were the inspiration for the new hat
design, which exudes a style inspired by the glamorous 1950s and 1960s, when
women always wore elegant and beautiful hats and gloves. Alitalia’s brief to
the designer was to create a new style which would be timeless and enduring, by
using classic Italian elements combined with everyday practicality for both
male and female staff.
The
cut and colours of the collection have been selected to complement the
silhouettes of all. Bilotta has used red to symbolise Italian passion, and
green to represent the best of Italy, its countryside, and the richness of its
culture and history. A blend of 96 per cent fine Italian wool and four per cent
Elastane has been used for enhanced comfort and functionality.
For female cabin crew uniforms a burgundy slowly changing to a lighter red was
achieved by using a chevron print design. For female ground crew, a charcoal
grey gradually changing to green was also realised using the same print design.
This design process is followed on each garment, including a white blouse
features tapering chevron print columns in red for cabin crew and green for
ground crew. All females receive three options – a one piece dress, a two piece
jacket and skirt, and a trouser option.
The male uniform also uses the intricate
chevron design in dark charcoal grey and wood green. A double-breasted
waistcoat, using the same colour tones, will be worn by all male cabin crew,
with male ground crews wearing the same colour scheme in reverse. A red tie
will be worn by cabin crew to complement the red female cabin crew uniform,
while male ground crew will wear a green tie to complement the green female
ground crew uniform. Stylish wool crêpe overcoats in burgundy for female cabin
crew, green for male cabin crew and female ground staff, and charcoal grey for
male ground staff, add to the collection.
Accessories such as ties, waistcoats,
cardigans, scarves, belts, shoes, gloves and bags, perfectly balance the
uniform, and use modern Italian contemporary and classic design elements to
create items which are in vogue. The leather accessories for female cabin crew
are in wood green, in burgundy for female ground staff, and in black for all
male staff.
The new uniforms will be gradually introduced
system-wide from early July and worn by Alitalia’s 5,700 cabin crew and ground
crews, including check-in and lounge staff. New uniform designs are under way
for the airline’s flight crew and operational staff.
For images of Alitalia’s new uniform collection,
please visit the dedicated page on alitalia.com or download from this link
https://we.tl/v98AHc2DK3