Alitalia unveiled new uniforms for cabin crew and ground staff with the spirit of Italy captured in the collection by Italian haute couturier Ettore Bilotta. The new uniforms will be gradually introduced from early July and worn by Alitalia’s 5,700 cabin crew and ground crews, including check-in and lounge staff.
The collection has been designed and tailor-made by a team of nearly 500 people in Italy withe fabrics made in Tuscany, silk in Como, men’s uniforms tailored in Puglia and leather accessories including gloves in Naples, and shoes in the Marche region.
The new ‘Alitalia Collection’ is inspired by the glamorous golden days of Italian fashion in the 1950s and 1960s and Italy’s rich heritage, culture and national identity.
Ettore Bilotta studied Italian architecture, monuments and everyday lifestyles to represent the essence of Italy in the collection. He elected to draw inspiration from the country’s landscapes, eventually focussing on the terraces of Cinque Terre on the Italian Riviera to design the new hat design which exudes a style inspired by the glamorous 1950s and 1960s when women always wore elegant and beautiful hats and gloves. The brief Ettore received from Alitalia was to create a new style which would be timeless and enduring, by using classic Italian elements combined with everyday practicality for both male and female staff.
The cut and colours of the collection complement the silhouettes of all. Red was used to symbolised Italian passion and green the best of Italy, its countryside and the richness of its culture and history. A blend of 96% fine Italian wool and four per cent Elastane has been used for comfort and functionality.
A chevron print design was used for the female cabin crew uniforms giving it a burgundy slowly changing to a lighter red. Female ground crew will get a charcoal grey gradually changing to green effect using the same print design. The design process is followed on each garment, including a white blouse featuring tapering chevron print columns in red for cabin crew and green for ground crew. All female staff will receive a one piece dress, a two piece jacket and skirt and a trouser option.
For the male uniforms, intricate chevron design in dark charcoal grey and wood green were used. A double-breasted waistcoat in the same colour tones will be worn by male cabin crew. Male ground crews will wear the same colour scheme in reverse. Cabin Crew will wear a red tie to complement the red female cabin crew uniform while ground crew will wear a green tie to complement the green female ground crew uniform. Stylish wool crêpe overcoats in burgundy for female cabin crew, green for male cabin crew and female ground staff and charcoal for male ground staff, add to the collection.
Ties, waistcoats, cardigans, scarves, belts, shoes, gloves and bags will be used to accessorise and provide the perfect balance for the uniform. Modern Italian contemporary and classic design elements are used to create items which are in vogue. Female cabin crew will use leather accessories that are in wood green, while accessories for female ground staff will be in burgundy and black for all male staff.
https://www.youtube.com/watch?v=TVAA3O7NcVM
Alitalia is celebrating its illustrious 70 year history this year. The new uniforms aim to represent Italian excellence around the world with Italy at the forefront of global style and design.
Alitalia has partnered with great Italian brands and is proud to be made of Italy. Some of the other Made of Italy elements include Acqua Lilia mineral water, Ateilier Fragranze Milano fragrance that is dedicated exclusively for the airline, Birra Moretti beers from different Italian regions, Bulgari amenity kit that is launching in June, Campari aperitif, diego dalla palma Milano make up, Frette bedding for long-haul business class, Lavazza coffee, Majo Norante e Signae Cesarini Sartori sweet wines, Poltrana Frau luxury leather upholstery for long-haul business class seats, Richard Ginori chinaware, silverware and glassware for long-haul business class, San Carlo salted snacks, Sterilgarda fruit juices and Toselli-Bosca halal certified sparkling drink.
New uniform designs for the airline’s flight crew and operational staff are under way.
New Global Brand Campaign
https://www.youtube.com/watch?v=c5g9Zteb1Tg
Alitalia also launched a new global brand campaign with the worldwide premiere of a new television commercial. It celebrates the Italian airline as it faces the future with renewed vigour and vitality following a successful restructure in 2014.
The new campaign showcases Alitalia as a modern airline with commitment to excel in its operations with the pride and passion of its talented people. It also strives to represent Italian excellence around the world, to promote a vibrant nation at the forefront of design and style, highlighting its arts, culture and landscapes.
The commercial was shot in a variety of location including Alitalia’s hub at Rome’s Fiumicino airport and onboard its aircraft.
The concept for the new campaign was created and developed by Leo Burnett Italia. The campaign was filmed by award winning director Federico Brugia whose work includes motion pictures, music videos and commercials for major brands such as BMW, Damiani, Audi and Dolce & Gabbana. His music industry collaborations include Elton John, Malika Ayane, and the late Luciano Pavarotti amongst others. Alitalia also commissioned award-winning Italian singer Malika Ayane for the vocals in ‘Volare’, the title track of the commercial. Pierpaolo Ferrari, one of the most highly acclaimed fashion photographers in Italy was commissioned by Alitalia to capture the nuances of Italian beauty, including a set of images of its new uniform collection.
Media strategy and planning were managed by Starcom, the referent agency for the Etihad Airways Partners group.
The short film will be shown on global television stations in major markets such as Italy, the USA, Brazil and Germany in both 60 and 30 second formats and on social media channels, with still versions in print, digital and outdoor. There will be a strong digital presence on main news portals, entertainment websites and on social networks and on mobile devices and tablets.
The new campaign can be viewed on the Alitalia.com website.
Alitalia’s Journey to Excellence
The new Alitalia began operations on 1 January 2015 following a €1.76 billion recapitalisation that saw historic debt wiped out and a €560 million investment by Etihad Airways for a 49%t equity stake. The majority 51% stake is held by Italian CAI.
A comprehensive three-year programme to rebuild the business and revitalise products and services in order to return it to profitability has seen, so far, the launch of new intercontinental, international and domestic routes; the introduction of new aircraft with new interiors; new airline partnerships and improved flight connections at Rome’s Fiumicino airport, plus a greater focus on customer service and improved products for air travellers in order to boost quality.
Contributing to the airline’s new success is its partnerships with Etihad Airways and in Eithad Airways Partners alongside Etihad Airways, airberlin, Air Serbia, Air Seychelles, Etihad Regional operated by Darwin Airline, Jet Airways and NIKI. Since 1 January 2015, over 470,000 passengers have been shared between Alitalia and Etihad Airways and more than 1.2 million passengers have been shared between Alitalia and the Etihad Airways Partner airlines.
Joint negotiation and procurement has also saved the airline more than €13.5 million since 1 January 2015. Alitalia and airberlin has strengthened its commercial relationship recently with a 25% increase in weekly frequencies on non-stop flights from Italy. It codeshares with airberlin on more than 1,400 flights per week on 91 routes, including 56 non-stop services and 750 weekly flights between Italy, Germany, Austria and Switzerland.
Alitalia will reinvest a further €400 million in 2016 across its fleet and cabins and in the areas of technology and infrastructure. Alitalia began flying to Santiago at the start of May with new flights to Mexico City in June and flights to Beijing from July. It will also increase its domestic flights growing in southern Italy, Sicily and Sardinia. The summer 2016 schedule will offer over 400 weekly frequencies connecting southern and northern Italy.
Over 6,000 cabin crew and airport staff have undergone specialised customer service training that emphasis on quality customer service. A new Transit Team at Alitalia’s Rome Flumicino hub, a €25 million investment in ground support equipment, new faster boarding procedures and more staff on duty at airport gates are testament of the airline’s commitment to improve customer experience.
