Skip to main content

A Humanist Approach: Ozwald Boateng OBE, Reimagines British Airways Uniforms

by Adria Mirabelli 


At the beginning of the year, British Airways unveiled a new employee uniform, with a  collection theme titled “A British Original”. 


With the previous designer being Julien MacDonald, this new shift was the first in two decades. Led by British-Ghanaian designer, Ozwald Boateng OBE, his experience includes previously working on Savile Row as a master tailor. Additionally, the designer’s eponymous brand produces both ready-to-wear and made-to-order collections which are available on his website and within his flagship store in London.


Ⓒ British Airways 

As airline uniforms hold an interesting place within popular culture and are often sources of inspiration in ready-to-wear fashion collections, the decision to redesign one for a global brand is a culturally significant one. More importantly, the real-life impact that these uniform designs will have on a quantifiable number of people, (according to a press release by British Airways, over thirty-thousand), calls upon good design with necessity. It was important for British Airways to have a uniform that represents and respects the diversity of the people within its organization. 


Boateng’s approach was to reconsider the functionality of the uniforms through a human-centred design. In order to learn what their unique needs were, Boateng met with British Airways employees over a period of four years, beginning in 2018. The designer spoke with more than 1,500 employees and gained insight from on-the-job trials. Material tests were also conducted to ensure that they could endure extreme cold, were both waterproof and had durability. 


Believing that Britain has evolved culturally to have more diversity and texture, Boateneg, therefore, acknowledges British Airways employees deserve a uniform that aligns with that growth. 


We see the physical manifestation of texture expressed with the collection’s use of jacquard fabrics, with over 90% of them made from recycled polyester. Accessories such as scarves, ties and belts are seen embossed with an “airwave pattern” or decorated with the British Airways “speedmarque” logo. The classic uniform colours of dark blue, rich red and crisp white remain. 


This collection was fully tailored to the needs of employees in each specific role while adding more inclusive uniform options. This included a three-piece suit for men, a tailored jumpsuit for women, as well as a tunic and hijab option available for all employees. 


Ⓒ British Airways

The collection will begin to be worn as early as Spring 2023. During that time, employees can also return their old uniform for it to either be recycled, donated, or kept at the British Airways Museum. 


Boateng’s work honours the needs of the British Airways staff while subtly elevating the aesthetics of the iconic airline. As uniforms are not often regarded highly for their comfort and functionality, this collection revolutionizes the concept of the uniform as something that is in service of the people who are wearing it, rather than solely the opposite. The more expansive options within the uniform collection speak positively to a movement of inclusivity within the fashion industry. 


Regarding the collection, Boateng stated, “Designing this uniform was a vast and painstaking undertaking and it went far beyond clothes. It was about creating an energetic shift internally. One of my main objectives was to create something that spoke to, and for, the airline’s colleagues. Something that inspired and empowered them, encouraged them to conduct their roles with pride and most importantly to ensure that they felt seen and heard. Although the airline has a strong heritage, it was imperative to support in creating a fresh narrative of change and transcendence, while remaining timeliness.”

Comments

Post a Comment

Most Popular

‘Make Tattooing Safe Again’: Sheffield Based Tattoo Artist Exposed for Indecent Behaviour

 by Emily Fletcher TW: SA, Animal Abuse, Transphobia Photo Credit: @ meiko_akiz uki Recently, an  Instagram account  has been created to provide a  ‘space to safely give a voice to those who want to speak out about the behaviour of one, Sheffield based tattoo artist’. A  total of 40+ posts have been made by the above social media account regarding  one of Sheffield's most popular tattoo artists .  Thankfully, all posts are prefaced with a Content Warning prior to sharing screenshots of the messages that have been sent anonymously to the page. The majority of Content Warnings refer to sexual behaviour, abuse, and sexual assault. It is clear that there is a reoccurring theme within each submission, as many clients appear to have had the same experiences with the tattoo artist. Women, mostly, are being made to feel uncomfortable while being tattooed. One of the most vulnerable positions anyone can be in, tattoo artists should make their clients feel comfortable and safe during the pro
Post a Comment
Read more

Eurydice’s Last Words

by Kate Bradley I do not want to return To sit in the stalls, Of an empty black box Strewn with petals Leave the ghost light on, Let it shine like a call home, But I will not come back To turn it off alone. I learn this as we walk Our ever so solemn path Our thudding funeral march, You think we’re going back. As I trace my old steps, I fear of the day When the symphony swells, And I land my gaze On you, yet you will be Enraptured by the sound, If you did twist To turn around, You would not see me. So I am not sorry, I speak out into the empty air And I am not sorry. “Turn Around.” You do, you look You think  I fall But I run on, Arms wide open To fall in love With it all “Perhaps she was the one who said, ‘Turn around.” On the X45 bus, back from the Tyneside Cinema, I wrote a poem entitled “Eurydice’s Final Words”, after having seen “Portrait of a Lady on Fire”.  That poem was terrible, so I wrote a new one, as my response to the beautifully poignant film.  In one scene, Héloïse, an 18
Post a Comment
Read more

Single Review: ‘Tell Me’ - Jay Moussa-Mann

by Ilana Hawdon The feeling of pure betrayal and heartbreak is perfectly captured in Jay Moussa-Mann’s latest single, ‘Tell Me’. Jay Moussa-Mann is the folk dream we have been waiting for. A favourite on BBC Introducing, Radio 6 and BBC Radio Tees, Jay ’s sound is easy on the ears but delightfully addictive. With a background in writing and film, she began her solo musical venture when she released her debut album, ‘Little Deaths’ in late-2019, and since then, Moussa-Mann has defined herself as an artist with unbelievable range and promise.    ‘Tell Me’ is completely timeless; with notes of Carole King and Joni Mitchell, Moussa-Mann creates a folk-inspired track which is simultaneously heart wrenching and strangely empowering. Beginning as a simple guitar tune, ‘Tell Me’ builds with layers of luscious strings and twinkling piano, tied together with Jay ’s vocal line which is equal parts melancholic and divine. The song feels unwaveringly intimate; the lyrics ask, ‘what was I worth?’
Post a Comment
Read more