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Simon Jersey is perhaps best known for the design of Emirates Airlines’ iconic uniforms, which its staff have been wearing since 2009. We first became involved with Emirates in the early 2000’s when we took over manufacture and supply of the airline’s previous uniform design. However, in an industry where image is critical we were then asked to develop a fresh look for 23,000 cabin crew and ground staff. Our brief was to create a sharper and more business like look that would stand out in airports around the world. It needed to clearly demonstrate the vales of luxury and sophistication that Emirates is known for. We worked closely with the Emirates team to identify the key colours, logos and icons the uniform should include.

Comfort, stain and crease resistance are priorities for long-haul uniforms to ensure they stay immaculate, even at the end of the longest flights. Our designers accompanied a crew flying to New Zealand, observing them throughout the flight including their tasks and working spaces. To further understand perceptions of airline uniforms, we conducted research at airports to see how travellers reacted to the various uniforms on display. With this huge bank of information, we created the uniform that Emirates is known for today. The project took two years and involved everyone from cabin crew to the most senior officials. The new uniform was rolled out to coincide with the launch of Emirates’ A380 fleet and created headlines around the world commenting on its elegance and design.

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