News feed
Unlike other industries, aviation is a trade where a uniform remains paramount. Not only does it serve a functional purpose suited to elements of flying, but it also sets the tone of travel, from the moment intrepid voyagers board at the gates to the moment they depart on the tarmac. Jetstar—a mainstay in Oceanic skies—is aware of this crucial factor. That is why the economic carrier embarked on a year-long mission to revamp its uniforms after 20 years of operation.
From February 29th, the five-point orange sigil won’t be the only high-octane token of innovation slicing through white clouds and blue above, as a comprehensive offering of pilot, ground staff and cabin crew get-ups prepare for takeoff. The new styles will be worn by more than 5000 of the airline’s frontline team members across Australia, as well as at Jetstar airlines based in New Zealand, Japan and Singapore from late 2024. Adding elements of play and excitement to travel to a suite of resort wear-inspired silhouettes is creative director and co-founder of Australian womenswear label Ginger & Smart, Genevieve Smart.
Visually overhauling a brand so entrenched in the journey of thousands of Australian travellers is by no means an easy task, but for Smart, inspiration struck from an astute observation: watching the sunset out of a cabin window. This vantage is the only time the spectrum of the horizon melds into one another, with flying providing the exclusive sensation of chasing the sun. This ethos of elation is embedded in Smart’s designs, from the tessellating star motif printed over collared dresses and shirting, to the navy linen jackets you yourself might pack for a holiday. But rather than look to the sleek geometry of the aircraft itself or the jet-setting glamour of 60s stewardesses, Smart wanted to preserve the anticipation of a landing point in the uniforms.
“To me, the sunset colours represented new horizons for Jetstar,” Smart tells GRAZIA. “I felt that the dynamic energy from the orange and the blue reflected their future vision. It wasn’t about the plane interior, it was looking beyond it to new destinations. The silhouettes themselves are hallmarks of a quality holiday wardrobe; versatility, relaxation and aspiration.
When asked how she rose to the occasion of balancing designing pieces that make Jetstar’s flyers excited for travel while still creating something bespoke to business, Smart explained she wanted to conjure a unified experience between Jetstar’s passengers and the crew. “The pieces are designed to feel like wardrobe staples you might just pack for a holiday and that layer effortlessly to create different looks. A linen jacket, a printed shirtdress or a smart polo and chinos. It was important to keep continuity with each outfit so that the collection together creates a unified team who are professional but relaxed.”
But fear not, Jetstar’s crew still mean business, they’re just doing so in masterfully crafted blazers and pops of vivid tangerine. To ensure those who would wear the pieces had a voice, Smart collaborated with 40 employees to develop the ergonomic language of the designs. (Smart had the aesthetics covered, obviously.) Smart didn’t differ in her design approach when it came to concocting the range, however. “Whether I’m designing a seasonal collection for Ginger & Smart or a corporate wardrobe the approach is the same. I want people to feel and look their best in their clothes. I believe fashion can be transformational.”
This metamorphosis was best discerned in the softening from the jet-black uniform of yore to a more languid blue hue. There’s no word yet on the comfortability of the uniform, but we’re presuming that like the 1,500 mandatory hours of in-sky training a pilot has to take before they take flight, Jetstar’s uniforms will have gotten its share of air miles. As any frequent flyer can attest to, ease of movement and relaxed materials are at the core of any sky-high silhouette. So when it came to deciding what the uniforms would look like, Smart turned to her intuition.“As fashion designers we are also looking for the new but in this case I started with the classics that complement all bodies,” she noted. “I then overlaid these wardrobe staples with modern design elements, new textures and a fresh colour palette. We introduced a contemporary print, graphic line work and modern functional details.” A range truly fit for the next 20 years. Smart herself will be watching these uniforms in action upon her upcoming family vacation to Thailand. As for you? The sky’s the limit. Come fly, let’s fly, let’s fly away.
