Click here for a photo gallery of the new Virgin Atlantic uniforms by Vivienne Westwood
PREVIOUS | Virgin Atlantic has signed up British fashion doyenne Dame Vivienne Westwood to create a new look for the airline's 7,500 flight crew and ground staff.
Westwood's take on Virgin's iconic red threads stays in the safe territory of sharp silhouettes and dapper detailing with a modern slim-fit cut. In other words, very Cool Britannia.
"The uniform is glamorous but practical, referencing 40s couture cuts and Saville Row tailoring" observes hip UK fashion mag Grazia, noting the female outfit's "very feminine silhouette, nipped in at the waist and with double pleats and a dart on the pencil skirt."
And for Branson's blokes, it's "a three piece Saville Row suit in a rich burgundy wool with details in grey wool under the lapels and pockets."
But Westwood's latest line isn't quite ready for the catwalk.
Cabin crew and ground staff will done a first cut of the uniforms in July 2013, putting them through the rigours of everyday wear to provide feedback on the design, practicality and wearability ahead of a final version set for airline-wide rollout in 2014.
This will be Virgin Atlantic's fourth uniform in the 30 years since Sir Richard Branson launched the airline in 1984.
"Our current uniform is 13 years old, and over the last 13 years it's been copied by quite a lot of people" said Branson, seen above with Westwood. "There are some things like the colour that people love, the red colour is very Virgin so we said ideally we'd like to keep that."
The uniforms continue the "glamour of flying" theme championed by many premium airlines.
"My clothes have always got a very strong dynamic rapport with the body" Westwood said of her work for Virgin. "They are very body conscious, they help you to look glamorous, more hourglass, more woman."
Here's a video clip in which Branson and Westwood talk up the new look.
Virgin's move caps off a fashionista flurry that's seen bold new Qantas gear designed by Martin Grant...
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