Press Room

Fashion takes flight with Emirates Airlines

July 2009

Fashion has officially taken flight on board all Emirates Airlines airplanes with all 23,000 staff now wearing their new uniform.

In an industry first, the premium brand airline choose to hand responsibility of the design to its UK based manufacturer, Simon Jersey, rather than a world renowned fashion house; and saved itself millions of pounds in the process.

Simon Jersey, which has been a leader in corporate clothing for more than 35 years, didn't disappoint and after a series of meetings, catwalk shows and employee consultations the new design was signed off by the Royal family in Dubai, which is led by Sheikh Mohammed bin Rashid Al Maktoum.

Using colours and fabrics that mirrored the elegance of the Emirates brand the Simon Jersey team introduced new cuts and detail to improve the look and comfort of all elements of the uniform.

A rich chocolate colour suit with a subtle cream and red pinstripe was chosen for male staff. This is complemented by a cream coloured shirt with a brown tie that has diagonal red stripes. The purser has a brown and cream tie so he is distinguishable from the other cabin crew.

Female staff are now wearing an elegant mushroom coloured suit, with a chocolate and red pinstripe. A cream blouse has been trimmed with red for the cabin crew and cream for the pursers. Hats also differentiate the staff with crew wearing red and pursers sporting a chocolate brown.

An inverted pleat on the skirts shows a flash of red when the ladies are walking, further enhancing the brand recognition.

Following design approval an implementation committee, which was led by Simon Jersey, managed the entire process from production to final delivery to wearers.

A team of 16 tailors were employed by the company and have been measuring staff to ensure a perfect fit for each.

The next phase of delivery of winter uniforms is under way with deadline set for September.

Nicola Parker, image and uniform specialist at Emirates Airlines, said: "The whole process of the design and manufacture of the new uniform has been invigorating and we are very happy with the end result.

"By working in close partnership with Simon Jersey we have created a range of garments that reflect the premium quality of the brand and we are already receiving positive feedback from wearers and customers alike."

Shane Bray, sales and marketing director at Simon Jersey, said: "It is extremely satisfying to see the new uniforms take flight.

"Bringing this together from start to finish has been hard work but very rewarding for everyone involved. Staff from virtually all departments have had input into this process and I would like to congratulate each and every one of them."

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