For the first time in two decades, Jetstar has revamped its uniform.
Airlines often collaborate with top fashion designers for uniform redesigns, and now it's the budget airline's turn.
Australian fashion designer Genevieve Smart is the creative force behind the new attire, set to be donned by more than 5000 crew members across Australia and New Zealand.
Jetstar Group chief executive Stephanie Tully told 1News the redesign has been a year in the making.
"The newly designed collection caters to everyone and gives our crew more freedom to choose what they would like to wear," she said.
"We've listened to our people and together wanted to create a uniform that reflects how far we have come as we move into our third decade of operation."
Since taking the helm in September 2022, Tully has aimed to propel the airline into a new era.
"Just because you're a low-cost airline, there's still pride in how our staff feel wearing a 'brand'," Tully said.
The updated uniform features a burst of blue and a toned-down version of the airline's signature orange — adopting a less 'formal', more 'smart casual' look.
Smart explained that the new palette was "inspired by the sunset as seen through an aircraft window", focussing on "the anticipation of the destination, the excitement of looking at a map, dreaming about the possibilities, and the thrill of arriving at a chosen destination".
She said she wanted to reflect the airline's journey over the past two decades.
"While the looks were intended to feel like pieces one might instinctively pack for a holiday — whether it's a linen jacket and cotton chinos, a shirt dress, or a smart polo."
A group of 40 Jetstar frontline team members participated in the design process. In conjunction with the uniform launch, Jetstar is also relaxing its staff grooming policies, now permitting multiple ear piercings and visible tattoos — with some exceptions.
Auckland-based cabin crew member Kilisitina Betty Ofanoa, who has been with the airline for eight years and was involved in the project from its inception, expressed excitement about the variety of options for staff.
"I love the dress because it feels comfortable and breathable and easy to move around in," she said.
"They asked us to be the models today, so it's nice they used real people because at the end of the day, we're the ones wearing the uniform."
Last year, Qantas also eased some of its dress code rules, allowing female cabin crew to wear flat shoes and male staff to wear make-up. Similarly, Air New Zealand previously decided to let all staff — including those in uniform — display their "non-offensive" tattoos at work under the leadership of then-chief executive Christopher Luxon.
Who is Genevieve Smart?
Genevieve Smart, one half of the designer sibling duo Ginger & Smart, established one of Australia's premier fashion labels alongside her sister Alexandra in 2002.
Her designs have graced fashion week runways and television worldwide, intended "for spirited women whose distinctive style is an expression of their individuality".
She said a key factor for her involvement in Jetstar's new look was sustainability, aligning with the ethos of her own label.
Jetstar also announced it would sustainably dispose of its current uniforms in partnership with BlockTexx, a company specialising in recycling technology that transforms textiles into raw materials for new products.
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