SAS has started to roll out a brand new uniform for it’s 9,000 staff, “combining Scandinavian tradition with a fresh, forward-looking design,” according to its press release. SAS has always taken a somewhat reserved approach to its uniforms, so it’s nice to see a slightly more playful, modern twist on their threads albeit not as adventurous as we had hoped.
What is nice to see is the use of the royal and navy blues which adds the much needed injection of colour into an otherwise very professional and monochromatic aircraft interior palette. But the refresh isn’t just a new look for the carrier. “Updating the uniform policy was a significant step forward in refreshing who we are as an airline. These changes reflect a more modern expression while maintaining our commitment to professionalism, safety, and care,” says Pernille Ormholt Vang, Chief People Officer at SAS.
Like many other airlines, the airline has involved the crew and other departments at SAS. This is an important part of the design process to help address fit, wear and practicality issues. The insights from this process have inspired what the airline call a “modern, functional, inclusive, and sustainable design — perfectly embodying SAS’ Scandinavian values.”
“The uniform is more than just a recognisable feature — it’s a vital work tool for our colleagues and an expression of our strong heritage and identity,” says Kristine Mayer, SAS Design Director. “Uniform trends often reflect the era in which they are worn, serving as a core expression of an airline’s identity. As SAS has embarked on a new and exciting chapter, it’s only fitting that we update our look. I believe this uniform will become iconic, representing modern Scandinavia on the global stage, as we always have.”
SAS isn’t a stranger to using fashion designers in the past, but there’s no name associated with the uniform this time around, highlighting that it’s been designed mainly in house. That said SAS state the silhouette draws inspiration from those iconic past SAS uniforms, designed by legendary names like Christian Dior and Calvin Klein. Beyond just the clothes the airline has also stated the new uniform is gender inclusive and much like other carriers including Avianca, the airline allows for optional sneakers, and SAS also allows visible tattoos and piercings, a way of enabling team members to showcase their personality.
“Everyone in our company is unique, and it’s important that we create a culture where colleagues feel confident expressing their identity,” says Pernille Ormholt Vang. “People are at the heart of everything we do, and by welcoming greater diversity of personal expression through initiatives like our gender-neutral uniform, we believe we become more relevant to the people and communities we serve.”
The rollout is already under way with old and new items coexisting during a yearlong transition.
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