Etihad Airways revealed its new glamorous uniforms at a spectacular show in Abu Dhabi, paving the way for a new age of and sophisticated flying. 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 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. T
Peter Baumgartner, Chief Commercial Officer, 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.”
Multi-award winning, New York-based photographer Norman Jean Roy, who’s prolific career includes work for leading publications such as Vogue, Vanity Fair, leading fashion brands and Hollywood studios, was commissioned by the airline to capture a set of images of the new collection in the majestic sand dunes of Abu Dhabi’s Liwa desert and on location at the exclusive Qasr al Sarab desert resort.
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, not a workforce.”
Aubrey Tiedt, Vice President of Guest Services, 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 distinctive signature. No matter where you are in the world, even with no visible logo, you will know this is Etihad.”
Made from 100 per cent Italian wool, the uniforms feature an intricate jacquard design and are 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. Approximately 30 per cent of the outfits were handmade or hand-stitched.
Etihad Airways is based in Abu Dhabi and began operations in 2003, and in 2013 carried 11.5 million passengers.