SAS Scandinavian Airlines has unveiled a new uniform for its 9,000 crew members in the air and on the ground. The airline said that the new look had been inspired by “Scandinavian heritage and modern innovation”, which “embrace functionality and innovation while honouring the airline’s rich heritage, symbolising its transformation and commitment to the future”.
According to an official press release, “The silhouette draws inspiration from the iconic SAS uniforms of the past, designed by legendary names like Christian Dior and Calvin Klein. It blends a modern, approachable aesthetic with premium materials and dynamic accents, creating a look that is both timeless and refreshing”.
The new pieces, which can be adapted for varying roles, seasons, and weather conditions, also include gender-neutral items, optional trainers, and “allowances for visible tattoos and piercings enable team members to showcase their personality”.
Sustainability was also a focus for the carrier, with materials chosen to last and some existing items reused or upcycled to reduce waste.
SAS also said that the new collection “balances form and function, with pieces suited to varying roles, seasons, and weather conditions” and added that “materials were chosen with longevity in mind.” Some existing items will be reused or up-cycled to minimise waste.
“The uniform is more than just a recognisable feature — it’s a vital work tool for our colleagues and an expression of our strong heritage and identity,” says Kristine Mayer, SAS Design Director. “Uniform trends often reflect the era in which they are worn, serving as a core expression of an airline’s identity. As SAS has embarked on a new and exciting chapter, it’s only fitting that we update our look. I believe this uniform will become iconic, representing modern Scandinavia on the global stage, as we always have.”
As part of the updated uniform, SAS is also introducing two distinct polar wool scarves – crafted from 100% wool and inspired by the beauty of Scandinavian nature. Designed for both style and warmth, these scarves, ‘Sunrise’, with its light, warm hue, or ‘Night Blue’, with its rich, timeless tone, both feature the Scandinavian wordmark.
The rollout of the new uniforms, created through close collaboration across SAS departments, is set to begin this month. Old and new items will “coexist during a yearlong transition.”
Stay tuned for a look back at the history of SAS’s crew uniforms through the years coming soon.
All images via SAS
© Confessions of a Trolley Dolly by Dan Air
Hope they don’t make a mess of their new uniform like BA did. We don’t want to see yet more drab, casual, too-masculine-looking outfits on the female crew. Keep them in skirt suits and heels, as they are much smarter.