A new budget airline in Australia is the latest to ditch traditional stewardess uniforms for a more contemporary approach.
Bonza presented a look that he says “reflects current trends”, with a range that includes shorts, pants, t-shirts and trainers.
The smart-casual range comes in a color palette of white, black and grey-lilac, with the company logo – a lower-case ‘b’ that resembles a thumbs-up – adding embellishments to each item.
“Our instructions were clear,” Carly Povey, Bonza’s chief commercial officer, said of the uniform design.
“Create a uniform that Bonza [flight attendants] will wear with pride. We know that airline uniforms are the land that time forgot and we wanted to change that with our partners at Total Image Group.”
Along with casual, modern clothing, Bonza is ditching the old-fashioned grooming guideline that some airlines still favor.
“We will not dictate what lipstick to wear, or if you have to wear lipstick at all,” Ms. Povey said.
“We won’t ask the crew to cover up their tattoos and just because you’re a woman, that doesn’t mean you have to wear a skirt.
“Whether you’re non-binary, pregnant, in the office or on board, we have options for you. Bonza is for many, not for few…”
Pamela Jabbour, Group Lead Designer and CEO of Total Image, which created the uniform designs, said: “My goal was for the uniforms to reflect the excitement and optimism that Bonza brings to Australian travellers. They are ditching the rule book in every way and the uniforms are no exception.
“Instead of pantyhose, polyester shirts, black heels and traditional embroidery, we have created a uniform that reflects current trends and that [flight attendants] will wear with pride.”
The airline launches this year, focusing on Australian domestic routes.
His approach reflects changing attitudes towards strict cabin crew grooming rules, which many now feel are outdated.
Virgin Atlantic, British Airways, Japan Airlines and KLM have all added the option for female crews to wear pants in recent years, and Virgin is also allowing visible piercings and tattoos for the first time starting this month.
In 2021, Ukraine’s low-cost airline SkyUp introduced new comfortable baggy pantsuit uniforms for flight attendants, to be worn with stylish white sneakers.