One of the latest startups to take to the skies, Play – an Icelandic low cost carrier – looks to pick up where Wow left off. While the airline hasn’t officially started flying, they have released their brand image and it’s certainly bold.

The latest addition to the brand image its the carrier’s new uniforms designed by designer couple Gunni Hilmars and Kolla who were keen to tackle a fresh take on what is usually a very traditional line of clothing. “We were honoured and pleased to get to work with PLAY on this clothing line for their uniforms.”

“We really wanted to throw out all those old ideas about airline uniforms and bring in more comfort. We tried to scrap the constrictive rules often associated with these uniforms and include relaxed fits, stretchy fabrics and of course, shoes meant for working on your feet! The result is a mix of active wear and a fresh uniform.”

The results are certainly different to the usual uniform, and the casual leisure-led approach is reminiscent of the Joon uniform, which opted for sneakers and youth-led fashion.

Although the shoot looks like something from an ASOS commercial, they are meant to encompass our core values, simplicity, playfulness, competitiveness, equality and (not sure how this translates) ‘on-time performance’. 

“It was really satisfying to see how well Gunni and Kolla got our brief and our ideas for this line. We had certain ideas about the clothing and how it should represent and work with our brand and the results are just amazing,” says Jónína Guðmundsdóttir, CPO of PLAY.

What is nice to see is the airline’s progressive approach to grooming and uniform standards. Instructions regarding hair, make up, tattoos and nail polish are gone. The uniforms are not gender specific, so Play’s crew can pick whatever works for them from a varied selection of outfits.

The Big Picture

Posted by:Jonny Clark

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