JETSTAR: New uniforms after 20 years of operation.

Jetstar chose designer Genevieve Smart of Ginger and Smart, to work with its staff on designing the new uniform range. The new clobber will be worn by some 5,000 of the airline’s customer-facing staff in Australia, and offshoots in New Zealand, Japan and Singapore. Expect to see the uniforms from later in 2024.

The designs for pilots’ uniforms retain the tradition of epaulettes but move the colour palette from black to blue.

The corporate colour for Jetstar is orange, with a background of silver for its aircraft livery. In the uniforms, they do not use the silver. Probably a wise decision, since this could look a bit cheap as it aged. Instead, a dark blue, a perfect foil for the orange is being used. The orange has been softened and combined with the blue in an ode to the colours of a sunset seen from an aircraft window. Or so the PR blurb goes.

For Cabin crew, there are a range of uniform options including blazers in both signature colours, a shirt dress, skirts, tapered fit trousers, polo shirts and overcoats.

The story

The new uniforms are being linked to a ‘new era’ for the airline. What that new era is, other than the additions of some routes and updating of the fleet is not clear:

“Our new look uniform comes as we celebrate our 20^th birthday in May and adds to our investment in new aircraft, new routes, and new cabins for our international widebody fleet to help customers fly to more places more often for less.”

Stephanie Tully, Jetstar Group CEO

Sustainability is the other part of their story. But again how it is sustainable other than employing a sustainability company that will turn the old uniforms into ‘new products’, is not explained. Turning them into rags perhaps?

The other part of the story comes from the designer. Now call me cynical (and who hasn’t), but this just sounds like post-justification design speak drivel. I know. I used to write such stuff.

“The evolution from black to a dynamic blue and orange palette reflects Jetstar’s transformative journey over the past two decades, while the looks were intended to feel like pieces one might instinctively pack for a holiday, whether it’s a linen jacket and cotton chinos, a shirt dress, or a smart polo.”

Genevieve Smart, Co-Founder and Creative Director of Ginger & Smart

Working with 40 staff to develop the pieces over 12 months is pulled out as something novel, when working with those who will wear the garments, I would have thought is mandatory for a successful uniform range. If the staff don’t like what they wear or are not comfortable with it, then you end up with problems like Delta Airlines did.

2PAXfly Takeout

On the whole, I like these uniforms, especially that orange and blue geometric print. Do I think they break any new ground, say like the Vivienne Westwood designs for Virgin Atlantic – no.

Although an absolute lover of orange, I’m not sure about that block colour blazer.

Uniforms are tricky things to judge from photographs. When Qantas launched the Martin Grant designed uniforms, I was not a huge fan. But when I saw them in the flesh, I certainly was. So, until I see the new Jetstar uniforms in real life, I will reserve my judgment. Don’t hold your breath though. I really don’t like travelling on Jetstar, so you might be waiting for some time.