Air India has continued to evolve its new brand proposition which features new cabins and liveries, with a brand new uniform for the crew, which sits in line with the new brand palette. Created by Indian celebrity couturier, Manish Malhotra, the new uniforms set out to blend
rich Indian heritage, contemporary style, elegance, and comfort. We have to say this part of the brand reveal seems a lot more on point than the livery approach.
The new uniforms will be introduced in a phased manner over the next few months, timed with the entry of service of Air India’s first Airbus A350.Campbell Wilson, Chief Executive Officer & Managing Director, Air India, said: “Air India’s crew uniforms are amongst the world’s most storied in aviation history, and we firmly believe that Manish Malhotra’s innovative ensemble will script an exciting new chapter for Air India’s future narrative. It perfectly captures the essence of our new identity, service principles, and our pursuit of setting new benchmarks in global aviation.”
Malhotra’s take on modern Indian style not only compliments, but elevates Air India’s recently unveiled new global brand identity as the flag-bearer of a more confident, progressive, and resurgent new India. The female cabin crew attire features a ready-to-wear ombré saree with intricate patterns reminiscent of Indian heritage architecture (jharokha) and the Vista (new Air India logo icon), paired with a comfortable blouse and blazer. The ready-to-wear sarees can be optionally worn with comfortable pants, which provides greater flexibility to female cabin crew to choose the style they most identify with and brings a unique East-meets-West look.
The ombré sarees for the senior female cabin crew will be aubergine-to-burgundy, combined with aubergine blazers while junior female cabin crew will wear more energetic vibrant red-to-purple ombré sarees combined with red blazers.
Manish Malhotra said: “I am honoured to have been given the opportunity to design the uniforms for Air India. It is a privilege to be able to contribute to the national flag-bearer and showcase the elegance and charm of Indian fashion. My aim was to create uniforms that capture the essence of India’s diverse culture and traditions while also embodying a modern and sophisticated look. By incorporating quintessential hues that are symbolic to India, I hope that these uniforms not only make the crew feel proud but also leave a lasting impression on the guests, representing the warmth and hospitality that India is known for.”
The choice of using Malhotra was intuitive for Air India. The hallmark technique of ombrés is a signature attributed to Malhotra, reflecting his deeprooted fondness for traditional attire and gradients. The colour palette of the new uniforms comprises deep red, burgundy, aubergine, and accents of gold, paying homage to India’s rich cultural heritage. This was something that we felt was lacking in the original brand reveal a few months ago.
The cockpit crew’s uniform features a classic black double-breasted suit with a print inspired by the Vista, signifying professionalism, timelessness, and the gravitas of the flying profession. Malhotra has also curated footwear that blends style and comfort, allowing each step to resonate with the grace and poise inherent in Air India’s sartorial overhaul. The female cabin crew will wear dual-tone (black and burgundy) block heels, and the male cabin crew will wear comfortable black Brogues. The uniforms include pearl earrings and sling bags for female cabin crew.
“Air India has been in the world’s spotlight for some time. We are confident that our new crew uniforms will rise to the heightened expectations, distinctly making a statement that defines the very best of Indian heritage and hospitality. Travellers across continents will be able to instantly recognise these uniforms as the new Air India,” Campbell Wilson said.
Malhotra has meticulously crafted uniforms not only for Air India’s cabin crew and pilots, but also ground staff, engineers, and security personnel, which will be revealed in due course. Sustainability and quality have been the cornerstones of the design and production process of these new uniforms. All fabrics and garments are proudly sourced and tailored in India.
While we weren’t fans of the livery to start with, the addition of these rich brand touch points could as a whole create a powerful iconic brand, and while nothing is announced as of yet, if the airline invests the same energy into soft finishes, food and beverage and service design there’s glimmers of an exciting revival of this grand dame to the airline industry.
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