Delta Air Lines, in a move meant to fortify its image as a premier global carrier, debuted new uniforms for 64,000 of its workers on flights and at airports worldwide Tuesday.
The Atlanta-based carrier celebrated the launch of its new collection, created by well-known clothing designer Zac Posen, with a traveling fashion show that started in its hometown early Tuesday before making a stop at Minneapolis-St. Paul International Airport, the airline's second-biggest hub by traffic volume.
Posen incorporated a hue of dark purple, dubbed "passport plum," into the airline's new uniform collection, straying from the navy blue and red typically worn by employees of major U.S. carriers. It's a flourish the carrier hopes will help visually set it apart from its competitors as Delta continues its quest of becoming a more global, sophisticated airline.
"Delta wanted a uniform that stood out from all other carriers," said Posen. "They wanted a new color added to it. When we combined the [company's signature] red and blue together, that's how we got passport plum."
Delta has not changed the look of its uniforms since 2006 for above-wing employees — which includes flight attendants, ticketing agents and gate agents. It's been nearly two decades since the airline last changed the uniforms for its below-wing workers, like maintenance, ramp and baggage handlers, in 2000. About 80 percent of all Delta's employees will don the new threads.
As the first new uniform launch since the Delta-Northwest Airlines merger in 2009, the company also hopes it will be a unifying step for its work crews, said Tim Mapes, Delta's chief marketing officer.
"It's very clear from looking at the uniforms now that they are all from one place," Mapes said.
Lands' End, the catalog and online apparel retailer, manufactured the uniforms. The Dodgeville, Wis.-based clothing company also designed all of the below-wing outfits, drawing inspiration from Posen's designs for the above-wing crews.