Alitalia’s New Look
I recently flew on an Alitalia flight and was amazed by the ridiculously beautiful new uniforms worn by the flight crew.
Designed by Milan-based haute couturier Ettore Bilotta, the women’s uniforms are made of a jacquard fabric in the colors of the Italian flag. Accessories include silk scarves, handbag, gloves, shoes and a pillbox hat inspired by the terraced hills of Cinque Terre in Liguria on the Italian Riviera. For men, the look is formal—a three-piece suit with tie and pocket square—“typically Italian, very elegant,” says Bilotta, in a video released by the Italian airline.
The uniforms are Italian-made from the gloves from Naples, shoes from the Marche region and silk for the scarves from Como.
“Italy is the embodiment of beauty, warmth, passion, hospitality and a way of life celebrated the world over,” said “Cramer Ball, Alitalia’s chief executive officer, in a company statement. “It is an undisputed leader of style and innovative design. The Alitalia of today, as a national symbol, is imbued with the finest qualities for which this country is famous. It is with this spirit that we introduce our new global brand campaign, starting with a television commercial which presents the best of Italy and the importance that the country enjoys on the world stage.”
To showcase Alitalia’s new look, the airlines hired fashion photographer Pierpaolo Ferrari to shoot the new styles, and enlisted director Federico Brugia to shoot a movie capturing the “new Alitalia experience.”
You can find more images of the new uniforms at The Design Air and there is a video interview with Bilotta below, as well as Ferrari's film.
