Emilia Wickstead to create Air New Zealand uniform

By

Nigel TAYLOR

Published
Nov 7, 2023

UK-based Kiwi fashion designer Emilia Wickstead has been chosen to create its new uniform for Air New Zealand staff after it was been “blown away by her concepts”. 

Air New Zealand Chief Customer and Sales Officer Leanne Geraghty said: “We received expressions of interest from more than 40 New Zealand designers and heard pitches from the country’s leading design talent, showcasing the depth and breadth of New Zealand fashion, making it an incredibly tough decision. Ultimately, Emilia stood out as the perfect partner.” 

Geraghty called her outstanding initial designs “creative, unique [and] will set Air New Zealand apart on the global stage."

Air New Zealand noted that Wickstead has built a successful brand, designing for some of the most high-profile customers in the world “and we think our people deserve to be dressed by the very best too”.

Wickstead added: “This is a true passion project for me; one that further connects me with my homeland Aotearoa, and the community and places that I love. 

“My approach to the uniform centres around a deep respect for New Zealand’s cultural heritage. First and foremost, it is inspired by people. I’m a big believer that clothing can be transformative, uplifting and empowering, and my hope is that the new uniforms will instil a sense of pride and purpose in Air New Zealand’s incredible, world-class team.

“It’s important to me that these uniforms are an extension of this, tempered with creative twists and innovation to create a distinctive uniform that will stand out for years to come.” 

Key selection criteria included sustainability, functionality, safety, and ‘te ao Māori’ (emphasising the importance of relationships between nature and people). 

Following design refinements, onboard trials, and uniform wearer consultation, the final designs will be revealed in late 2024. 

Then, the Emilia Wickstead Air New Zealand uniforms will be rolled out progressively to more than 5,000 Air New Zealand cabin crew, front of house ground staff, and pilots over the next few years.