LONDON – On July 7, the upcoming start up Australian LCC (low-cost carrier), has revealed its crew uniform, citing a new age for crew uniforms.
The New Uniform Movement
This latest announcement from Bonza could potentially start a new wave of changes for airline crew uniforms worldwide. Throwing out the usual crew uniform rule book, Bonza calls its new uniform the ‘wear it your way’ range.
Bonza has partnered up with Total Image Group, an Australian family business that specialises in designing and supplying uniforms, to help design their new rule-breaking uniform.
Their new ‘wear it your way’ range will feature Australian aviation’s first ever white custom sneakers and cotton t-shirts. Not only this but Bonza will allow their crew to let each of their personalities shine with various mix and match options to tailor the uniform personally to each crew member.
To pay homage to the many tropical destinations that Bonza is set to fly in and out of within Queensland, the carrier is looking at having their cabin crew uniform with tropical shorts tailored to those destinations.
They can be worn with the white cotton t-shirt and a blazer that has Bonza’s purple trim, as well as the carrier’s values stitched onto the inside lining of the blazer.
Bonza will also provide a pant option, shirt dress and sleeveless coat, as well as accessories such as – the Bonza thumbs up pin, branded custom socks and a purple scarf, all of which can be worn as neck, hair or pocket accessory.
The carrier is also looking at becoming the first ever airline to offer sunglasses options to its crews.
For their pilots uniform, Bonza will feature a white button-up shirt, tailored pants and a charcoal blazer with silver stripes. However, despite the select items, pilots can still personalise their uniform with the addition of purple lining in the blazer, inside of the shirt collar and an on-shirt logo.
Some of you may have also noticed that there is no pilot hat, which is an intriguing rule-break of pilot uniform tradition, however, Bonza’s employees all agreed that it was better to pass the saving to their customers.
Most airlines also have a strict grooming guide for how their crew should look, however, Bonza has fully stretched away from this by allowing their cabin crew, pilots, operation centre and office staff to choose how they want to look themselves based on where they’re travelling to, their mood on the day and personalities.
Bonza’s Chief Commercial Officer (CCO), Carly Povey, has commented on their new rule-breaking uniform announcement saying:
“Our brief was clear. Create a uniform that Bonza legends will wear with pride. We know airline uniforms are the land that time forgot and we wanted to change that with our partners at Total Image Group.”
“We won’t dictate what lipstick to wear – or whether you have to wear lipstick at all. We won’t ask crew to cover up their tattoos and just because you’re female, that doesn’t mean you have to wear a skirt.”
“If you’re non-binary, pregnant, work in the office or onboard, we have options for you. Bonza is for the many not the few, and that’s what you’ll see with our first-ever uniforms.”
“We intend to offer additional options to legends and to be the first airline to offer a sunnies subsidy, should crew wish to purchase Australian made sunglasses that will be made from recycled materials.”
Chief Executive Officer (CEO) and Head Designer of Total Image Group, Pamela Jabbour, has also added, “My goal was for the uniforms to reflect the excitement and optimism that Bonza brings to Aussie travellers. “
“They’re ditching the rule book in every way and the uniforms are no exception. Instead of pantyhose, polyester shirts, black high heels and traditional embroidery – we have created a uniform that reflects current trends and that legends will wear with pride.”
Will Bonza’s new uniform strike a new wave across the aviation industry? Well, given todays world, it is highly likely that more airlines will jump on the new band wagon with giving their crew members the ability to personalise their uniform, as well as having the free choice to choose how they wish to look on any given day that they go to work.