Delta Air Lines has unveiled a new uniform for its above- and below-wing staff members. A decade after debuting its purple look, designed by Zac Posen, the airline has returned to its roots with a new red and blue look called ‘Distinctly Delta,’ one that Delta said “honours its legacy and embraces its future.”
Indeed, the Atlanta-based carrier is leaning into its heritage for the new uniform, with iconic pieces from its current and past collections being “reimagined, not replaced.” This includes the welcome return of the iconic wrap dress, first introduced in the early 2000s, before being discontinued in 2018. “Delta crews were iconic walking the concourse in the wrap dress. It was very Delta,” remarked Ekrem Dimbiloglu, Managing Director of Uniform and Onboard brand Experience. “Our people said ‘bring it back,’ so we did without hesitation.”
The new apparel will be produced by Lands End, and Delta said that each piece has been designed “for comfort and performance with real-world conditions at the forefront.” To create the new look, Delta’s 65,000 employees across all areas of the business, including airport customer service, in-flight, and engineering departments, were asked to provide their feedback. The primary response was that staff members wanted breathable fabrics that were a better fit, as well as a return to the airline’s iconic blue and red colour scheme.
This has allowed for a “seamless extension of the airline’s brand identity,” with aviation-inspired colours such as Navigator Navy, Boarding Burgundy, and Runway Red.
Uniform accents will distinguish the roles of staff members. For example, subtle jacquard patterns intertwine the Delta Widget, distinguishing Red Coats (in-airport managers), Sky Club ambassadors and pursers. Meanwhile, Delta will continue its long-standing collaboration with the Breast Cancer Research Foundation (BCRF), with a new Powerful Pink design worn each October to support and raise continued awareness.
Delta partnered with Italian fashion house Missoni, which already creates the airline’s Delta One amenity kits and linens, to design the accessories for the uniform, including scarves, pocket squares, and ties. Meanwhile, the Atlanta-based carrier will also partner with sock maker Bombas to provide socks in black accented with Delta branding for all employees.
More Than Just A Uniform
The new uniform has been under construction for a few years now, with the first designs being unveiled last year. However, the new look, created in partnership with the workwear division of Gap Inc., was met with scepticism by employees, with the red flow dress likened to the outfits worn in The Handmaid’s Tale. Crew members also said that they would be impractical in emergencies and could even hinder an emergency evacuation.
The airline is also keen not to repeat the issues that occurred with the introduction of the Zac Posen-designed uniform in May 2018. Hundreds of staff members reported severe skin reactions and various other health complaints, including breathing difficulties, from wearing the new designs. Delta was then forced to allow crew members to purchase off-the-shelf clothing to wear to work, instead of the official uniforms.
To ensure that this doesn’t happen again, Delta is working closely with Lands’ End and is only using fabrics that have been certified as STANDARD 100 by OEKO-TEX. This means the pieces should contain no chemicals that could cause a reaction.
“It’s not just a uniform, it’s a symbol of who we are,” commented Dimbiloglu. “When our people put this uniform on, each should feel proud to say, ‘I am Delta’.”
A comprehensive wearer trial will begin next summer, allowing all employees from across the business to put the new look to work “in real-world conditions.” Dimbiloglu said: “We’ll be gathering feedback on fit, function and feel – what works, what doesn’t and what can be done better. This isn’t a one-and-done moment. It’s a living, breathing collaboration with our people.” Once the trials are completed, all employees are expected to be in the new uniform by 2027.
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All images via Delta Air Lines
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