In the second of our Flygge series, we turn our eyes to Qantas. ‘Flygge’, a wordplay on Hygge – the Danish and Norwegian word for a mood of coziness and comfortable conviviality with feelings of wellness and contentment – is TheDesignAir’s name for this new emerging airline trend where brands are now becoming a part of our home environment in a bid to improve our mood.

While commercial, it’s just as much about brand reinforcement, a reminder to these valuable consumers of an airline’s unique product offering. It was a natural evolution from this challenging period, making use of an airline’s existing resources, something we highlighted in our TheDesignAir White Paper at the start of the pandemic.

Qantas have already been leading the charge, emptying their trolleys through their online retail store, but now they’ve partnered with leading Australian fashion (and Qantas uniform) designer, Martin Grant has released a limited-edition athleisure-wear collection, bringing to life a mix of the airline’s vintage logos to mark the flying kangaroo’s centenary year.

Inspired by Qantas’ iconic trademarks throughout history, Grant set out to design a classic range of wardrobe staples for everyday wear. The range is all about feel-good tactility, with cashmere sweaters, a hoodie, sweatshirts, t-shirts and a beach tote, Grant’s designs have fused Qantas’ iconic red and navy palette with a vivid wattle yellow to represent Australia’s native floral emblem.

“This collection is all about classic shapes, comfortable styles and materials that are kind on the environment. But the hero of the designs are the iconic logos that evoke so many fond memories for Australians,” said Martin Grant.

“The Qantas brand is embedded in the history of our country. I wanted this collection to be a nod to the past but also be a treasured piece for the future.”

Qantas Loyalty CEO Olivia Wirth said the merchandise designed by the internationally recognised designer would be incredibly popular with customers.

“Qantas Frequent Flyers have a great fondness for our brand and heritage. Having our iconic logos appear in such a beautifully designed collection will make this range much sought after for people with a passion for both aviation and fashion.” The question is, will they sell out as quickly as the rest of Qantas’ memorabilia has over the past few months. It seems Australian’s certainly have a love for their national carrier and are willing to part with air miles or cash to own a little part of it.

The Big Flygge Picture

Posted by:Jonny Clark

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