It seems like no one has told Alitalia that the airline is struggling financially, as they launch a new collection of uniforms by Alberta Ferretti, replacing the gorgeous, yet apparently uncomfortable outfits launched in 2016 by Ettore Bilotta.
We are thrilled that the airline has boldly continued to invest in the product during a fairly uncertain time to make sure the airline remains competitive, especially with the launch of Air Italy on their doorstep, although for a brand that needs to stand out right now, it would have been great to see more colour and create a bolder, more modern take on the uniform, even just enhancing fabrics to improve their wearability.
The new Alitalia collection, although more conservative, and in our opinion a step backwards, stems from the need to meet the numerous requests coming from the operating personnel, with the objective of improving the quality of work of those who wear them daily. “The uniforms combine both practicality and elegance to guarantee the ground personnel and the inflight crew comfort and well-being for all work occassions and through every season. With this in mind, the uniforms designed by Alberta Ferretti have been studied and designed while taking Alitalia’s staff’s advice and suggestions into consideration,” states the Alitalia press release.
The pieces are created in a lightweight fine gauge blue wool that is breathable to ensure comfort and allow movement during flights and all airport activities. The clothes are customized with satin gold buttons engraved with the “A” for Alitalia, and the women’s jackets are marked at the waist with a gros-gain ribbon in the Italian tricolor of the flag. The outerwear includes raincoats made of cotton and waterproof nylon, for both men and women, finished with a removable lightly quilted lining.
The look includes cotton poplin blouses with pocket detail, foulards and ties in matching silk twill, leather gloves and wool knitwear. For the in-flight crew, Ferretti designed a vest and an Alitalia logoed jacquard apron style dress. While this will be probably be welcome by cabin crew, we hope that the airline still manages to find ways to stand out as a brand, and that this doesn’t signal the start of a return to the ‘old’ Alitalia.