This weekend, on my return flight from home, I was surprise and delighted to see the new Delta flight attendant uniforms. They’re at once a throwback and absolutely modern. In the seat pocket, their new look was on the cover of Sky magazine, with the designer of the collection, Zac Posen. On the monitor, the safety video featured a timeline of past uniform designs to the 2018 redesign. And the in-flight entertainment included a cut down of the Designing Delta series (6 episodes, 2.5 minutes each). It’s clearly a celebratory moment. I spent much of the flight learning about how they got here to the much anticipated debut.
In 2015, Delta enlisted Zac Posen to redesign their uniforms– the first major redesign in more than a decade. Delta, an American icon and the leader among airline carriers, found itself looking too similar to other carries in a sea of navy blues, whites and red. The brand brought in Posen for his creativity and vision, but they also brought in the voices of their employees–over 60K–for the input with global focus groups, surveys and feedback to identify and take action on needs and desires. With the employees’ voices front and center, the design team blended the latest in innovation with nods to the brand’s heritage. They selected new, breathable fabrics and styles, and retained iconic pieces like the Delta red coats, established in the ‘60s. They took a mixture of Deltas red and blue brand colors to create a new signature color, Passport Plum, alongside Groundspeed Graphite and Cruising Cardinal.
Zac Posen led the vision for the overall redesign, with a focus on the Above-Wing Uniforms (for employees in passenger-facing roles). Another American icon, Lands’ End, was brought in to create Below-Wing Uniforms (for technical operations, ramp and cargo employees). Later, Zappos and Spanx were brought in to offer shoes and compression hosiery. Every detail was precisely covered.
In 2016, 1000 employees were uniformed in prototypes over a period of three months to gather final feedback. In December 2016, Delta and the design team partnered with SCAD to conduct 45 minute fittings for each of the 60K employees to ensure correct size, fit and desired accessories.
Three years in the making, this month marks the debut of this exciting, game changing collection. The result is the most technologically advanced uniforms ever created, that are both functional and fashionable, in the air and on the ground. The flourish on the white collar is statement-making. The scaling pattern of their emblem is classic. The emblem on their apron buttons is precise. Delta continues to set itself apart from its competitors as a high-end brand, with a DNA rich in history, and a forward-thinking approach to take the brand into the future.
I have to give kudos for Delta. They’ve made a three-year investment to enhance their culture, take risks, set themselves apart from their competitors and ultimately, lead the way. And by listening to their employees they’ve created an overwhelming sense of pride–something we all could use more of. As expressed by those 60K employees, the newly redesigned uniforms stand out, reflecting confidence, authority and safety that is undeniably Delta.
Today I got priority boarding, charged my devices at my seat, enjoyed clean quarters throughout, snacked on almonds, and was wildly entertained and inspired by good and thoughtful design. I raise my Biscoff cookie to you, Delta, and I accept your challenge to go boldly!
