Alitalia has reinvigorated itself with the release of new crew uniforms and an advertising campaign highlighting the company’s “made in Italy” credentials.
According to the company, its TV commercial “celebrates the Italian airline as it faces the future with renewed vigour and vitality, following a successful restructure in 2014, which saw it also introduce a series of enhancements and upgrades to its inflight product and fleet”.
The airline’s chief executive officer, Cramer Ball, said: “Italy is the embodiment of beauty, warmth, passion, hospitality and a way of life celebrated the world over. It is an undisputed leader of style and innovative design.
“The Alitalia of today, as a national symbol, is imbued with the finest qualities for which this country is famous. It is with this spirit that we introduce our new global brand campaign, starting with a television commercial which presents the best of Italy and the importance that the country enjoys on the world stage.”
The company unveiled the new staff uniform collection at a catwalk show at the Nazionale Spazio Eventi in Rome on May 18, which it dubbed Alitalia Day.
The uniforms — some in green, others in red — were designed and tailor-made by a team of nearly 500 people in Italy, with fabrics made in Tuscany, silk in Como, men’s uniforms tailored in Puglia, and leather accessories such as gloves in Naples, and shoes in the Marche region.
Created by Italian haute couturier Ettore Bilotta at his atelier in Milan, the Alitalia Collection is said to take inspiration from the glamorous golden days of Italian fashion in the 1950s and 1960s and Italy’s rich heritage, culture and national identity.
The collections also celebrates the people of Alitalia, their professionalism, style and passion for the airline, the company said in a media release.
Here’s the new commercial, featuring a hauntingly beautiful version of Volare.
Related story: The Alitalia experience
