Qantas asks crew for input on new 2027 uniform as search for designer begins
The bruised national carrier is undergoing a major uniform design overhaul, and is seeking the views of uniformed crew to assist.
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Qantas is preparing to roll out a new look for its frontline staff to coincide with a major fleet renewal and groundbreaking Project Sunrise flights between Australia’s east coast and New York or London.
It will be the first new uniform for cabin crew and airport employees in more than a decade and the search has begun for an Australian designer to do the work.
The current design was created in 2013 by Martin Grant, who joined the likes of Peter Morrissey, Yves Saint Laurent, George Gross and Harry Who, and Emilio Pucci as having dressed Qantas employees.
Qantas chief executive officer Vanessa Hudson said the redesign was “the start of a new era for the airline and its people” and in the first instance, they would survey the 17,500 members of the uniformed workforce to assist.
“We have ambitious plans for the future and transforming the way we reflect the brand is critical to that,” said Ms Hudson.
“Our uniform represents the Qantas spirit all over the world. With a vast and growing international and domestic network, a historic fleet renewal program underway and the final frontier of global aviation just around the corner it’s time to define a new look for our people that reflects where we are heading.”
She said the way the Qantas brand had been represented throughout its 105-year history had “evolved significantly” and employees took pride in wearing their uniform.
“That is why we are putting them at the core of the design process,” Ms Hudson said.
“Our people have loved wearing the current design, which was created by Martin Grant and I want to thank him for his partnership over the course of the last decade.”
Flight Attendants Association of Australia federal secretary Teri O’Toole welcomed the involvement of cabin crew in the choice of a new uniform.
She said the Project Sunrise flights would mean crew could be wearing the uniform for up to 25 hours on a Sydney-New York or Sydney-London service.
“So we are excited to have some input into the fabrics and design,” said Ms O’Toole.
“It’s a fresh face for the national carrier.”
While the survey was being undertaken, Qantas would engage several Australian designers to review the requirements and undertake a selection process for what would become the 11th uniform in the airline’s history.
Low fares partner Jetstar unveiled its own new look last year, only the second in the airline’s 21 years of operation, designed by Genevieve Smart.
Qantas’s chosen designer will be announced in the coming months, with the airline planning to debut the new design in 2027.
Project Sunrise flights are expected to start in late 2026, carrying passengers non-stop between Sydney and New York or London in marathon 20-plus hour services.
To be operated by custom-made A350-1000s, Qantas is also awaiting the delivery of dozens more new aircraft including A321XLRs and Boeing 787s.
Since her appointment as CEO in 2023, Ms Hudson has gone about trying to rebuild the brand which suffered significantly under previous chief executive Alan Joyce.
In last year’s Skytrax world airline awards Qantas was ranked 24th in the world following a horror period in which the company was found to have illegally outsourced its ground handling workforce, and made to pay a $100m penalty for selling tickets on already cancelled flights.
The years ahead promise to be just as challenging for Qantas, with rival Virgin Australia partnering with the “world’s best airline” Qatar Airways to launch more international flights.
There is also looming competition from Turkish Airlines which is striving to beat Qantas to operate non-stop flights between the east coast and Europe.
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