Australia’s Qantas Airways and Dubai’s Emirates are both updating their uniforms, reflecting brand evolution and modernization. Qantas is redesigning its uniforms for the first time in over a decade, while Emirates recently launched new uniforms for its premium service teams, enhancing customer experience at Dubai International Airport.
Qantas Airways: Redesigning Its Iconic Uniform
Qantas Airways has announced a major uniform redesign as part of its ongoing transformation. This is the first overhaul of the airline’s wardrobe since 2013, aligning with its fleet modernization efforts and the ambitious Project Sunrise initiative, which will introduce ultra-long-haul flights.
Nationwide Designer Search Underway
Qantas has invited multiple Australian designers to compete for the opportunity to create its next iconic uniform. The decision reflects the airline’s desire to blend innovation with national pride. Extensive feedback from the airline’s 17,500 uniformed employees will directly shape the new design, ensuring it embodies the company’s future direction and core values.
The upcoming uniform will be the eleventh iteration in Qantas’s 105-year history. Previously, renowned designers such as Yves Saint Laurent, Peter Morrissey, George Gross and Harry Who, and Emilio Pucci contributed to Qantas’s evolving visual identity. The airline plans to debut the new design in 2027, coinciding with the arrival of over 100 new aircraft.
CEO’s Remarks on the Redesign
Qantas Group CEO Vanessa Hudson describes the uniform redesign as essential to redefining the brand’s image during a period of growth. With significant international and domestic expansion ahead, the updated uniform will symbolize Qantas’s commitment to modernization and its place on the global aviation stage.
Hudson thanked designer Martin Grant, whose 2013 design was well-received by Qantas employees. She emphasized the importance of retaining employee pride in the new design and acknowledged the role uniforms play as global ambassadors of the airline’s brand.
Emirates: New Uniforms for Premium Service Teams
Emirates has introduced advanced uniforms for its Premium and VIP Passenger Services team at Dubai International Airport, creating a distinct visual identity for its elite customer service staff. This launch reflects Dubai’s status as a hub for luxury travel and global events.
Key Design Features
Emirates’ in-house uniform standards team designed three versions:
- Women’s A-line skirt suits
- Women’s pant suits
- Men’s three-piece suits
The uniforms retain Emirates’ signature warm sand color, symbolizing the UAE’s desert landscape, complemented by red accents on collars and cuffs. Female team members wear the iconic Emirates red hat, paired with a cream chiffon scarf that incorporates local cultural elements.
Practical details such as red leather shoes and matching handbags ensure the design is functional for airport duties while remaining elegant. The A-line skirt features a red pleat for ease of movement, and the men’s uniforms include custom-made components, red pocket squares, and coordinating ties for a polished appearance.
Emirates’ Commitment to Excellence
The new uniforms highlight Emirates’ focus on customer service excellence, particularly for its premium passengers. This differentiation enhances Dubai’s appeal to affluent travelers while promoting the airport’s reputation as a luxury destination. Emirates’ approach reflects its strategic investment in service presentation and functionality to support its high-profile clientele.
Why Uniform Redesigns Matter
Uniforms play a crucial role in defining an airline’s brand identity and creating a lasting impression on passengers. For airlines like Qantas and Emirates, redesigning uniforms is about more than aesthetics—it’s a reflection of company evolution, passenger expectations, and operational demands.
- Qantas’s redesign connects with its fleet expansion and future plans, such as ultra-long-haul flights under Project Sunrise.
- Emirates’ updated uniforms elevate its premium passenger services, making the customer experience more distinctive and luxurious.
Both airlines demonstrate how strategic visual changes can align with broader company goals, ensuring that employees, passengers, and stakeholders feel the impact of their transformation.
Qantas and Emirates are redefining their brands through innovative uniform designs, showing how appearances can reflect progress. Qantas’s employee-driven redesign highlights its commitment to honoring tradition while embracing the future. Meanwhile, Emirates’ premium service uniforms demonstrate its dedication to meeting the demands of its luxury-focused clientele. Both airlines exemplify how a simple change in uniform can symbolize larger transformations within the aviation industry.
