How Uniform Design Strengthens Airline Brand Identity

n the aviation world, where competition is global and passenger expectations are sky-high, brand identity is a critical point of difference. 

For airlines, this identity must resonate from the aircraft exterior to the cabin interiors, the in-flight experience, and, crucially, the team members who bring the brand to life. Among the most visible and enduring expressions of airline identity are the uniforms worn by cabin and ground crew.  These garments carry the brand story to every gate, every aisle, and every altitude.

Uniforms are not merely functional; they are powerful communicators. As the first point of visual contact, they convey professionalism, character, and service ethos, all before a word is spoken. 

At Studio 104, we design uniforms that reflect the brand's unique DNA, connecting concept, craft, and comfort in garments tailored for performance at 35,000 feet.

Brand Identity at Altitude

In the uniquely immersive environment of air travel, uniforms hold more than aesthetic value.

They function as visual anchors of reassurance, brand extensions designed for global visibility and, for the national carriers, cultural signifiers. From a deep navy that evokes professionalism to bespoke detailing inspired by regional textiles, every design cue works in harmony with the airline’s broader brand language, including cabin interiors, livery palettes, and even menu design.

Research confirms what we see in practice.  A 2025 academic study in Cogent Business & Management showed that polished, thoughtful uniforms directly boost brand perception and passenger loyalty by creating positive first impressions before a single interaction occurs.

Well-executed uniforms offer clarity in complexity. They unify a workforce that spans roles, countries, and climates. For national carriers, they can carry a celebration of national identity, for private jet businesses, the confidence of a luxury-first approach. In essence, they convert brand philosophy into wearable form.

We approach airline uniform design as both an artistic and operational challenge. We ask: What does the brand stand for? Who are its passengers? What should the crew embody in gesture and appearance? The answers shape every decision, from fabric selection that resists creasing during long-haul flights, to silhouettes that echo contemporary style codes while respecting cultural norms.

When Uniforms Signal Evolution

Uniform redesigns are often triggered by shifts in strategic positioning. A rebrand, new route expansion, or modernised fleet introduction can signal a broader ambition, one that the uniform must encapsulate. Updating what the crew wears becomes not just an aesthetic refresh, but a statement of progress, alignment, and intent.

For example, as airlines move towards greater sustainability, their uniforms offer a compelling platform for material innovation. Recycled fabrics, modular components, and gender-inclusive fits become ways to embody a more conscientious brand promise. Likewise, for luxury carriers, elevated tailoring and subtle embellishments signal a commitment to premium service and curated experience.

Events that typically prompt uniform redesign include:

• A strategic rebrand or repositioning.
• Launch of new international routes.
• Modernisation of fleet or service classes.
• A push for sustainability and ESG credentials.
• Evolving passenger demographics or regional expansion.

In each case, the uniform becomes a bridge between internal transformation and external perception.  Building on these triggers, our collaborative process ensures uniforms evolve seamlessly with your brand.

Our Collaborative Approach

Designing for aviation demands a layered approach. At Studio 104, we begin by immersing ourselves in the airline’s world, understanding its values, culture, and operational constraints. Our process is both creative and technical:

• Brand Exploration: Analysing brand guidelines, passenger personas, and in-flight experience.
• Concept Creation: Building visual narratives through mood boards and design direction.
• Material Innovation: Selecting high-performance fabrics for durability, comfort, and safety.
• Cultural Sensitivity: Respecting and reflecting cultural dress codes and customs.
• Technical Design: Ensuring garments are ergonomically tailored for long shifts and confined spaces.
• Rollout Strategy: Coordinating global sizing, delivery, and digital uniform management via our uPortal™ system.

Throughout, we collaborate with departments from Human Resources to Procurement, ensuring the result aligns with the airline’s brand vision and the crew’s practical needs.

Design in Flight

In aviation, uniforms act as visual ambassadors, shaping perception, instilling assurance, and articulating a brand’s world-view before the aircraft ever leaves the ground.

Uniforms in aviation must work hard, and look effortless.

Recent launches like United’s 2025 collection and SAS’s gender-neutral designs show the industry prioritising crew voice, resulting in higher satisfaction, better performance, and uniforms that truly reflect modern workforces.
Our principles include:

• Ergonomic Tailoring: Silhouettes crafted for comfort across long hours, multiple roles, and varied body types.
• Performance Fabrics: Breathable, wrinkle-resistant, and stain-repellent textiles engineered to last.
• Cultural Nuance: Subtle detailing, trims, and cuts that reference national or brand heritage.
• Modern Elegance: A design language that resonates with quiet luxury and contemporary refinement.
• Inclusive Fit Philosophy: Garments that honour gender diversity, age variation, and regional climate needs.

The result is a collection that supports the team, communicates the brand, and enhances the guest experience, all through the poise of precise design.
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From Concept to Cabin

Our collaboration with the KBBO Group exemplifies our ability to merge luxury, culture, and innovation into bespoke uniform design. 

KBBO is a leading investment group headquartered in Abu Dhabi and operating across the globe. We were selected to create a collection of cabin crew uniforms for their fleet of private jets, used regularly by their senior stakeholders and top clients.

Tasked with reimagining the inflight wardrobe, we created an elegant uniform collection that reflected the region’s sophistication and the client’s forward-facing ethos. The team balanced contemporary tailoring with respectful nods to traditional Middle Eastern style, selecting high-performance fabrics that conveyed authority and comfort. 

As Forbes observed in 2024, uniforms are powerful nation-branding tools, seen in Air New Zealand’s 2025 Māori-inspired redesigns and Riyadh Air’s cultural motifs.

From concept sketches to final fittings, we delivered a complete uniform solution that elevated the brand’s visual identity while ensuring practicality in a high-touch aviation environment, a testament to our craftsmanship and understanding of brand storytelling through design.

Why a Bespoke Approach Matters in Aviation

Uniforms are the consistent thread across diverse touchpoints from check-in, boarding, in-flight, to arrival. When aligned with the broader brand vision, they elevate the entire passenger journey. For travellers, they are a sign of welcome. For the crew, they are a source of pride.

In an industry where brand trust and respect are earned through every interaction, a thoughtfully designed uniform is a brand embodiment. As airlines navigate transformation, growth, or refinement, the question remains: does your uniform collection express who you truly are?

Contact our London studio TODAY

For airlines ready to refine or redefine how their teams represent the brand, Studio 104 offers a considered, couture-led solution.

The Studio 104 team are world-leading specialists in creating bespoke uniform for luxury aviation, luxury hotels, hotel groups, luxury retail, high-end restaurants, luxury experiences, and corporate clients.  We provide a dedicated, high-end service supplying exclusively designed, custom and contemporary uniforms.

To discover further Studio 104 bespoke projects visit our portfolio page, and for our detailed process, from uniform concept to manufacture and delivery, head to our process page.

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