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Published on : Wednesday, May 18, 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.