Upon traveling home this past weekend to Southern California I happened to analyze the Southwest Airlines stewardess uniform. They were rather distasteful and non- flattering to the female body. While searching for information on the internet regarding flight crew uniforms I came upon an article, “Dressed for Success: the right uniforms can sell an airline’s brand.” The article speaks of the chairman and CEO of Air France making a decision to renew their uniforms. In the past Air France has had their uniforms designed by Dior and Balenciaga. This time they chose Christian LaCroix to come up with their new look. I would never imagine that an airline company would ever invest such a large amount of money to have a famous designer create their new uniforms. Personally I would not choose an airline based on how stylish their flight attendants looked, rather, which airline is the cheapest. However Air France believes that fashionable clothing is vital to its overall branding and marketing and with such a famous designer they would get more PR leverage. Air France is not alone. Delta Air Lines, British Airways, Air Canada, and Korean Air are also resorting to this form of branding through fashion.
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