Star power: The airline uniform fit for the Australian runway

Jetstar launches new designs
29 Feb 2024

Airlines have a long history of tapping top fashion designers to give their uniforms a makeover. Air New Zealand recently engaged celebrated designer – and royal favourite – Emilia Wickstead, while Qantas staff have worn looks by Martin Grant and Peter Morrissey over the years.

Now, it’s Jetstar’s turn. The budget carrier is turning to lauded Australian designer Genevieve Smart, of Ginger and Smart, to make over its staff uniforms for the first time in its 20-year history.

Whether sun-seeking holidaymakers boarding JQ43 from Melbourne to Denpasar have heard of – much less shopped at – Ginger and Smart wasn’t a huge concern for Stephanie Tully, chief executive of the low-cost Qantas offshoot, which secured Smart for the project about 12 months ago.

“It’s important to our team, and customers, to feel there’s an aspirational element in who we’re partnering with, says Tully, who has been in the top job since September 2022. “Just because you’re a low-cost airline there’s still pride in how our staff feel wearing a ‘brand’.”

Inspired by the view of the sunset from an aeroplane window, Smart leaned into a French navy and has dialled down the Fanta orange to a softer tangerine, while adding an abstract star motif that plays on the airline’s logo.

“Their whole brand vision is about being inclusive, fun and [energetic], and they wanted a relaxed, professional vibe,” she says. “They wanted to bring some ‘fashion’ into it as well – it’s not just a uniform. We wanted to make the uniform look like you’d actually pack these pieces to go on holiday.”

A group of 40 cabin crew, pilots and airport staff also helped hone the designs, including a shirt dress that pays homage to Ginger and Smart’s first designs 22 years ago. Other key changes include the introduction of knitwear and an overcoat for colder destinations and cooler in-flight conditions. The new uniforms will be in service later in the year.

Smart says sustainability was also a core criteria for her coming on board, given the ethos of the brand she co-founded with sister Alexandra in 2002 (the pair sold a controlling stake to Alquemie Retail Group, which owns Noni B, in 2019). The new uniforms contain a much higher percentage of natural fibres including linen blends, sustainably sourced cotton and wool. The old uniforms from 5000 staff will be recycled by a third party, Blocktexx, and made into other products, such as building supplies.

As part of the uniform launch, Jetstar is also relaxing more of its rules around staff grooming, including allowing multiple ear piercings and visible tattoos, with some exceptions.

Tully says the airline already has some of the industry’s most inclusive guidelines for gender-fluid dressing. “There’s a lot more flexibility for our team to choose the items they want to wear,” she says. “If someone is gender-fluid, they can move between the capsules based on where they’re at.”

Last year, Qantas relaxed some of its dress rules to allow female cabin crew to wear flat shoes, and male staff to wear make-up, should they choose. Other airlines internationally have also ditched traditional “male” and “female” uniform guidelines.

This week, Jetstar was included in a list of Australian companies with the biggest gender-pay gap, at 43.7 per cent, though it was comparable to both Qantas and Virgin Australia. Asked whether the new uniform may invite criticism that the airline should be more focused on core issues, Tully says having an attractive uniform is one of the many factors that could attract new talent, including women, to the business.

“It’s not a huge investment after 20 years to refresh [our employees’] look and make them feel proud,” she says.