Late last year, Brussels Airlines surprised the industry by unveiling the details of a major rebranding, including introducing a new livery and brand identity. The airline isn't stopping at just these details, as by the summer of 2023, Brussels Airlines will have new uniforms for all of its staff.

Out with the old

The current uniforms of Brussels Airlines have been designed by Xandres Corporate, and the company has been working with the Belgian carrier for more than a decade. Moreover, the company is responsible for the daily follow-up of orders and inventory management of the Brussels Airlines uniforms. Xandres Corporate also delivers to a postal delivery point of the staff's choice for utmost convenience.

The current uniforms sported by the airline's cabin crew and airport staff are of a red color that symbolizes the passion and style of Brussels Airlines. The design is said to represent elegance, originality, and functionality, which was faithful to the airline's previous brand image.

However, given the airline's significant rebranding, the current uniforms have to be let go. Not only does Brussels Airlines wish to give its aircraft fleet a fresher look with a new livery, but the airline wishes to extend the same opportunity to its staff. The new uniforms will be part of the Belgian carrier's new brand identity and will emphasize the value of diversity and Belgian character.

In with the new

Nothing entirely speaks of Belgian character like collaborating with a local school, which is why Brussels Airlines has specially partnered with the Fashion Department of the Royal Academy of Fine Arts Antwerp to design the uniform. Five outstanding students were mainly chosen to participate in the competition within the Fashion Department, as celebrated by Michel Moriaux, Head of Marketing at Brussels Airlines:

"The Fashion Department of the Royal Academy of Fine Arts Antwerp is internationally renowned in the fashion world. The academy exudes quality and Belgitude, making it the ideal match for Brussels Airlines. With this collaboration, we want to support emerging talent and offer the Belgian fashion scene a worldwide stage."

As for diversity, the airline surveyed all its staff to identify their needs and preferences to ensure that they feel utmost comfort in their new uniform. Once the requirements and preferences were identified, the five selected students were briefed to convey the new brand identity in the new uniform's design.

Each student had to draw three signature items to become the winner and designer of the complete Brussels Airlines uniform. Eventually, of the selected five, a second-year student named Gabrielle Szwarcenberg became the winner of the competition, and she celebrated her victory by saying,

"The fact that I was selected out of the insanely talented creatives in the Antwerp Fashion Department is already an honor, but to have been chosen the winner is mind-blowing to me. I am so thrilled to get the opportunity to completely redesign the airline aesthetic with a fresh new design perspective; and especially for such an iconic Belgian company as Brussels Airlines."

Bottom line

When Brussels Airlines unrevealed its new livery, there was a mixed reception. The new uniform, being developed by talented fashion designers, might be a greater success. It will be interesting to see what the new designer, Gabrielle Szwarcenberg, has proposed, as the aviation community eagerly awaits the unveiling next year.