Air New Zealand unveils hidden message in new uniform

One of the world’s most popular airlines, and a favourite for Aussie travellers have unveiled a dramatic new look with their uniform.

One of the world’s favourite airlines has unveiled a new look for cabin crew, pilots and ground staff — and while their signature colour hasn’t been removed — a wave of messages and hidden meanings have been printed on each piece of apparel.

On Thursday, Air New Zealand said the new look will be worn by 6000 employees world-wide and will replace the bold, purple design currently in place.

Air New Zealand has unveiled their new uniform. Picture: William WEST / AFP

The new uniform — designed by Emilia Wickstead — who has dressed the likes of the Duchess of Cambridge and Meghan Markle, told news.com.au the looks embodied a design she would personally want to wear and marks a new era for the airline.

“I keep saying this feels like an extension of what I would normally do,” Ms Wickstead said.

“It doesn’t feel like I have designed something that doesn't feel true to myself or my brand … it feels like a continuation.”

Say goodbye to the famous Air New Zealand uniform.

The new uniform is full of hidden meanings.

Ms Wickstead said the unique nature of designing Air New Zealand’s new uniform, which will roll out across the airline next year, leant heavily on Aotearoa’s culture and heritage which “people don't really talk about globally”

The veteran designer said purple was always part of the brief, but for her — the main focus was on the storytelling through print in the uniform.

“There’s lots of key messaging and every piece tells a story,” she told news.com.au.

“There is so much storytelling behind our heritage, which people don’t really talk about globally.

“Purple was always part of the brief and very important to Air New Zealand. I wanted it to be a purple I would wear [so the chosen hue] felt like a purple that was representative of strength, power, sophistication and of responsibility. It feels very strong and it feels like leadership. Air New Zealand is premium, and this purple is very premium to me.”

Designer Emilia Wickstead has unveiled the new Air New Zealand uniform. Picture: Justin Lloyd.

Internationally acclaimed artist Te Rangitu Netana (Ngāpuhi, Ngāti Wai and Te Arawa) and tā moko practitioner collaborated with Ms Wickstead on her print design for Air New Zealand’s new uniform — and all the garment’s hidden messages.

Ms Wickstead said that each print on the uniform, which had been hand-drawn by Netana, tells a story of the indigenous heritage, history and culture of Aotearoa.

“We have a Kākā feather which symbolises strength and leadership,” she explained.

“And the idea of the Kākā feather is to tie in with Māori cloaks that our ancestors would wear and use it within the linings, the tie, the pocketsquares and the back of the waistcoat. When its inside the lining, you put it on top of the shoulders like they are putting on that Māori cloak … like they have earnt it. To wear with absolute pride.”

Details of the new uniform all share a meaning, like the Huia feather embroidered on the sleeve of a manager.

Designer Emilia Wickstead said the change of purple was representative of strength, power, sophistication and of responsibility.

Key pieces in the collection include the ‘The Fine Print – Dress’, ‘The Collective Thread – Shirt’ and the The Woven One – Ie Faitaga which is described as “a cultural garment to be trialled by Pacific people celebrating the rich heritage of the Pacific community”.

“We also have the Matariki stars,” she explained.

“They wanted the uniform to feel like you wear your heart on you sleeves, so the Matariki is all about new life and coming together and harvesting and wellbeing. I love that you look down at your sleeve, whether it’s on a blouse or on a dress, and you feel that cultural power and influence.”

The new cabin crew uniform for Air New Zealand.

The new uniform is full of hidden meanings, such as the Kākā feather design on the back of the waistcoat.

Of her favourite piece — and subsequent message — Ms Wickstead said the small white feather on the sleeve worn by cabin crew managers was a significant take away from the uniform.

“We have a Huia feather which is what the Māori chiefs wore in their hat on the sleeve of a manager’s uniform,” she said.

“This feather is the highest prestige. So if you’re a manager, you have a Huia feather embroidered on your sleeve or your jacket, dress or shirt. The idea is that when you retire, you will undo that embroidery and carry that with you.”

Following a period of testing and feedback from uniform wearers across the airline, the new uniforms will be rolled out officially within cabins and across airports from 2026.