A new form of alitalia. Alitalia presented her new style! Excellent operating performance

Flight attendants or models? What did they wear at Alitalia February 2nd, 2011

The stewardess is the face of the company, and on international flights also the face of the country. The example of Alitalia is indicative and interesting: the Italians collaborated with Tito Rossi, Giorgio Armani, Florence Marsotti and other famous couturiers.

Italian flight attendants first appeared on Alitalia flights in 1950 and immediately became associated with "mistresses of the house": they met passengers with special respect and courtesy. So the company tried to reduce the negative effect of flights: the liners at that time were already quite fast, but continued to be noisy and uncomfortable. Moreover, the war was barely over and the planes - especially Italian ones - could evoke not the most pleasant associations among passengers.

In any major airline, flight attendants have always been considered style icons. In many ways, if not all, this is the merit of those who developed their form. As a rule, these are eminent couturiers who created clothes with such refinement, as if it was a unique model for an important show on world catwalks.

The first form of Alitalia flight attendants was invented by the Fontana sisters and served as Italian flight attendants until 1964. Navy blue suit, long skirt and jacket with three gilded buttons. It was a striking example of a style that combines simplicity, elegance and femininity. In addition, the material for the mold was refractory and sufficiently rigid, and therefore did not quickly wrinkle.

From 1964 to 1966 The uniforms of the flight attendants were sewn according to the sketches of Delia Biagiotti (Delia Biagiotti). She proposed a variant of the classic sugar-colored suit with a knee-length skirt and a three-quarter-sleeve jacket - a characteristic detail of the fashion of the 60s.

Two years later, fashion designer Tita Rossi brings the company's style back to an even darker blue uniform and dresses more than 250 Italian stewardesses in a scoop-neck double-breasted short jacket.

In 1967, Alitalia changed its logo: a three-color capital letter "A" appears on the tail of the aircraft. Mila Schon, who dressed Jacqueline Kennedy herself and Ira Furstenberg, shortened the skirts and proposed a completely new color scheme: first, the brilliant color of granite “verde Italia” (a shade of green), and later, from 1972 to 1973, red "Manchuria". At the same time, the uniform of the stewardesses was supplemented with a pair of blue leather boots.

On May 1, 1973, the flight attendants of the Italian airline changed into a uniform proposed by fashion designer Alberto Fabiani: a suit of golden apricot color.

The number of aircraft and employees grew. At some point, the Italian air carrier had to abandon the individual tailoring of suits (“made to order”) and turn to prêt-a-porter. In the history of the Alitalia uniform, a phase of mass industrial production has begun.

Between 1975 and 1980, couturier Florence Marzotto created models for Alitalia, the tailoring of which was entrusted to the specialists of the Italian factory Lebole: the 70s were marked by a garnet red amaranth suit.

From 1980 to 1986, the Lebole Moda uniform consisted of a green jacket and a blue knee-length skirt.

With the advent of Renato Balestra from 1986 to 1991, this color combination takes on a different form: a blue jacket with green lining and three buttons replaces the green one, and green stripes appear on the regimental skirt.

In 1991, Alitalia hired the famous couturier Giorgio Armani, who proposes to move away from the strict silhouettes that were considered the standard, and creates the so-called "form not form". Autumn gamma balances between the color of salvia and olive. A blazer jacket, a straight skirt below the knees, a masculine-style shirt without a tie - this is how the Alitalia flight attendants uniform of the 90s looks like.

In 1998, the choice falls on the Nadini di Vignola group, geographically located near the town of Modena in northern Italy, and which owned the Mondrian brand. It was under this brand that the prêt-a`-porter line was launched in the 70s, with "references" to the work of the great Dutch artist of the early 20th century Mondrian (Piet Mondrian), who paid special attention to the search for color solutions and the simplicity of geometric shapes. A specially created commission of flight attendants supported the Mondrian idea. They liked the simple cover of details and the seasoned style of the suit, the classic combination of blue and green.

By that time, society had clearly identified some trends: progress and the desire of women for an active life position. And in 2006, Alitalia allows flight attendants to choose what to wear depending on the weather: a skirt or trousers. According to the new accepted standards of Alitalia, throughout the winter season, flight attendants can wear comfortable trousers, sewn from the same blue material as the skirt.

The airline "Alitalia" has announced its next rebranding. Since its formation in 1946, Alicante has repeatedly resorted to such a marketing move as rebranding. However, for 20 years now, the company's style has remained unchanged and, according to management, is slightly behind the times. The new style of the Made in Italy airline should be the epitome of innovation, passion and success.

Milanese fashion designer Ettore Bilotta is involved in the development of the new style of Alitalia. It was Ettore Bilotta who developed a new uniform for the flight crew and ground services of the airline "Alitalia". It was he who raised the Italian "aviation fashion" to such an unprecedented height in the literal and figurative sense.

The uniform for ladies is distinguished by special elegance. Scarves and gloves are equipped with geometric patterns, and even “earthly” fashionistas can envy hats. The men's uniform is more restrained in design, and the "chip" of the set can be considered a trench coat, which looks beautiful, folds easily and protects from any bad weather.

Also, the photographer Pierpaolo Ferrari worked hard on the style of Alitalia, whose work is in great demand among many advertising agencies in the world. Pierpaolo Ferrari became famous for his collaboration with many brands, and now he has brought Alitalia's corporate identity to a new level.

And finally, Federico Brugia, director and screenwriter of the thriller "Tutti i rumori del mare" (in Russian, "All the Sounds of the Sea") put a lot of creativity into the work on the presentation of the Alitalia brand. The results will be appreciated by all Alitalia air passengers, who will see with their own eyes both the new shape and the new design of the company's aircraft.

Video - Alitalia Airlines

Red suits and green tights are the new uniform of the flight attendants of the Italian airline Alitalia. Passengers of local airlines and foreign tourists had the opportunity to observe the pilots and stewardesses in the new uniform at the Fiumicino airport. Prior to this event, Alitalia's uniform had not changed for almost 20 years.

The design of the new Alitalia stewardess uniform is inspired by the glamor of the 50s and 60s. Over 500 people worked to create this new uniform.

A burgundy shade was chosen for the uniform of the stewardesses, green for accessories and tights. We don't know which manufacturer's tights complement the uniform, but the costumes themselves are entirely made in Italy: the fabric was supplied from Tuscany, the silk from Como. The stewards' suits were made in Puglia. By the way, the steward's uniform includes a tie - green and red.

Many were also impressed by the organization of the process of providing personnel with new uniforms: it took only about 15 days to provide more than 3,500 Alitalia flight attendants with complete sets.

In the near future, not only flight personnel, but also all ground service workers will wear a new uniform.

Alberta Ferretti presented a collection new uniform for Alitalia employees at the opening ceremony of Milan Fashion Week on June 15, 2018.

Alberta Ferretti has created a new, timeless, elegant uniform for the flight and ground personnel of the Italian airline: a suit for men, a suit and dress for women, made of high-quality fine blue woolen fabric. The jacket of the suit is decorated with golden buttons, engraved with the letter "A" - Alitalia, and an exquisite belt in the colors of the flag of Italy. In addition, the men's and women's collections include a raincoat made of water-repellent material with a detachable lining. The image is successfully complemented by cotton shirts with pockets, silk scarves and ties, leather gloves and knitwear. For flight attendants, there are also vests and stylish aprons made of jacquard material with the Alitalia logo.

The new form, created by Alberta Ferretti based on the wishes and suggestions of the Alitalia staff, combines practicality, elegance, and will allow employees to feel as comfortable as possible while working on board an aircraft or at the airport at any time of the year.

“I am very proud that I have the opportunity to convey creativity, elegance and a high level of quality to the whole world through Alitalia. It is an honor for me to present this project at Milan Fashion Week in the famous Royal Palace on the Cathedral Square,” said fashion designer Alberta Ferretti.

“Cooperation with Alberta Ferretti is very prestigious for Alitalia. We consider it necessary to guarantee our employees maximum comfort and convenience in their daily activities. The new form is the embodiment of the professionalism of the airline's employees in providing a high quality of passenger service,” said Fabio Maria Lazzerini, Commercial Director of Alitalia.

Over the past 18 monthsAlitalia demonstrated outstanding success in implementing an ambitious plan for the modernization of the company, the purpose of which is to increase the competitiveness of the Italian air carrier in the international market.

The revitalized Alitalia went into operation on January 1, 2015, immediately following a €1.76 billion recapitalization. The investment package, which includes investments from Etihad Airways totaling 560 million euros, has led to the write-off of the company's debt. 51% of the shares belong to the Italian holding CAI (Compagna Aerea Italiana).

The comprehensive three-year program aims to restore business, modernize products and services, and return Alitalia to the level of a consistently profitable air carrier. As part of the program, several transcontinental, international and domestic flights were opened, new aircraft with updated interiors entered service, several partnership agreements were concluded and the quality of transit flights at Rome Fiumicino Airport was improved. In addition, the airline has focused on customer service and improving the quality of the products and services offered.

On May 18, 2016, at the summit in Rome and Milan, the latest changes in the company were presented. Alitalia Chairman Luca Cordero di Montezemolo, Alitalia Vice Chairman, Etihad Aviation Group CEO James Hogan and Alitalia CEO Cramer Ball met with 2,500 Alitalia employees, media representatives, corporate clients, as well as travel agents.

“Now we see positive and extremely important changes for us in each of the areas of our business. Alitalia is more focused than ever on commercial success and on showing the world the famous Italian hospitality,” said Mr. Montezemolo.

Alitalia's financial statements for 2015 showed that the company's losses were reduced by 381 million euros, which is fully in line with the plan. Alitalia's success has been greatly enhanced by its strong partnership with Etihad Airways and membership in the Etihad Airways Partners group of companies, which also includes airberlin, Air Serbia, Air Seychelles, Etihad Regional, operated by Darwin Airline, Jet Airways and NIKI. Since 1 January 2015, Alitalia and Etihad Airways have jointly transported over 470,000 travelers. The number of passengers on the flights of Alitalia and airlines included in Etihad Airways Partners, in total amounted to more than 1.2 million people. In addition, cooperation with these airlines allowed Alitalia to save 13.5 million euros.

Alitalia recently announced that it has expanded its partnership with airberlin, increasing the number of weekly direct flights from Italy by 25%. The airline will operate over 1,400 weekly flights to 91 destinations, including 56 direct flights and 750 weekly flights between Italy, Germany, Austria and Switzerland under a codeshare agreement with airberlin.

Alitalia Vice Chairman James Hogan said: “Alitalia is one of the few airlines that has been able to make major changes in a relatively short time frame. Already, we can see the results of hard and persistent work achieved through a competent strategy of building partnerships with other airlines. After several difficult years, Alitalia is once again ready to show its full potential. We promised to create a world-class company, and we keep our promise: today Alitalia is in no way inferior to the leading air carriers in Europe. Our three-year program to achieve consistent profitability is only halfway done so far, and the company no longer bears any resemblance to its predecessor. Alitalia customers get access to services and services of the highest level.”

In 2016, Alitalia plans to invest 400 million euros in fleet and cabin upgrades, as well as in the introduction of new technologies and infrastructure development. In addition, the changes will affect the route network of Alitalia. In early May, the company launched flights to Santiago, in June it is planned to launch flights to Mexico City, and in July - to Beijing. In addition, the domestic network will be expanded by increasing the number of flights in southern Italy, Sicily and Sardinia. As part of the summer schedule in 2016, more than 400 weekly flights between the north and south of the country will be performed.

To improve the quality of service, 6,000 crew members and airport employees underwent a special training course. The airline's desire to provide its guests with the highest level of service is reflected in the creation of a dedicated Transit Team at Rome Fiumicino Airport. An investment totaling €25 million has upgraded ground handling facilities, speeded up boarding procedures and increased the number of staff at the gates.

During the summit, important news for the airline was also announced -Alitalia launches the first large-scale advertising campaign in seven years, and also introduces a new uniform for employees.

Hundreds of guests and media from all over the world were presented with a new advertising campaign that reflects the positive changes that have taken place at Alitalia since the start of a major modernization and allowed the Italian airline to reach a new level of customer service.

The new campaign shows Alitalia as a modern carrier committed to excellence in all areas, as well as highlights the talented people behind all the big changes. Photo and video filming took place over two weeks in various locations, including at Alitalia's hub - Fiumicino Airport in Rome - and on board the airline's aircraft. One of the best fashion photographers in Italy, Pierpaolo Ferrari, was responsible for the shooting.

A series of videos was also presented, reflecting the Italian cordiality and hospitality, the rich experience and strengths of Alitalia. In addition, the audience is invited to a series of interviews with the airline's partners, including such world-famous Italian brands as Poltrona Frau, Lavazza, Ettore Bilotta, diego dalla palma Milano, Cantine Ferrari, Atelier Fragranze Milano, as well as with the architect Marco Piva ( Marco Piva, who created the new and exclusive Casa Alitalia Lounge. Videos lasting 30 and 60 seconds will be broadcast by the largest TV channels in Italy, USA, Brazil and Germany. In addition, the campaign covers social networks, print media, digital channels and outdoor advertising.

The concept of the new campaign was created and developed by the Leo Burnett Italia communications agency, part of Leo Burnett Worldwide, one of the largest advertising agencies in the world, which is part of the Publicis Groupe holding. Media strategy and planning was handled by Starcom, the largest international media agency and longtime partner of Etihad Airways Partners. You can get acquainted with the advertising campaign on the website Alitalia.com.

In addition, a special event was held in Rome on the same day, during which Alitalia presented a collection of new uniforms for employees. The show took place in the Nazionale Spazio Eventi exhibition hall in the presence of hundreds of guests from all over the world. The collection, created by Milanese designer Ettore Billotta, was inspired by the Italian glamor of the 50s and 60s, as well as Italy's rich cultural and historical heritage. Alitalia Collection is dedicated to all airline employees, their professionalism, style and commitment to the company's philosophy. When creating, the best materials from different parts of the country were used: fabrics from Tuscany, silk from the Lake Como region, the male uniform was sewn in Puglia, leather accessories - in Naples, and shoes were brought from the Marche region.

Models and colors used in the collection are designed to emphasize any figure. Bilotta chose red as a symbol of Italian passion, while green is reminiscent of Italy's unique landscapes, as well as the cultural and historical richness of the country. The composition of clothes - 96% Italian wool and 4% elastane - will make you feel as comfortable as possible throughout the day. The unique color of the uniform for flight attendants, burgundy, slowly fading to light red, was achieved by using a special chevron print. A similar technique was used in the manufacture of models for employees of the airline's ground services, which are made in an exquisite gray-green tones. This print is used on all garments, including white shirts: crew members have a red patch, ground staff have a green one. Women are offered three different options to choose from: a dress, a set of a jacket and a skirt, or a combination of a jacket and trousers.

The men's uniform is also made using a chevron print in gray and green. All crew members will wear an elegant double-breasted jacket and a red tie, which complements the red uniform of the flight attendants. Ground personnel will receive jackets in the same color scheme, but with a green tie, following a similar principle of creating color harmony with the female uniform. In addition, the collection includes stylish coats: burgundy for flight attendants, green for flight attendants and crew members and ground workers, gray for ground workers. Accessories such as ties, vests, cardigans, scarves, belts, shoes, gloves and handbags successfully complete the shape. All this gives the image completeness, making it Italian-style elegant and modern.

The new uniform will be introduced gradually on all Alitalia flights starting from July. In total, 5,700 employees will become its owners. In the near future, it is also planned to update the uniform for the flight and maintenance personnel of Alitalia.

Information aboutAlitalia

May 2016

REORGANIZATION PROGRAM

Alitalia's transformation process is proceeding according to plan and includes large-scale fundamental changes that will allow the airline to return to its leading position in the aviation industry. The reorganization program is designed for three years, during which by 2017 it is planned to make the company consistently profitable. For the first year, 2015, the company showed the following results:

reduction in losses by 381 million euros compared to the previous year;

financial result - 199.1 million euros;

total income amounted to 3.312.4 billion euros;

the number of passengers carried was 22.1 million;

the load factor was 76.2%.

400 MILLION INVESTMENTS PLANNED FOR 2016 EUROS TO BE DISTRIBUTED AS FOLLOWS:

expansion of the fleet and interior decoration of aircraft cabins - 240 million euros;

improved quality of service at airports and on board: €86 million;

introduction of new technologies: 44 million euros;

infrastructure: 32 million euros;

investment in a global brand campaign.

INCREASE IN THE NUMBER OF LONG-HAND AIRCRAFT:

two new Airbus A330s (2015);

one 777-200ER (2016);

one Boeing 777-300ER and one Airbus A330 (2017);

options for acquiring additional long-haul aircraft are being considered.

The total number of aircraft in the company's fleet as of May 2016 is 122 aircraft (24 long-haul and 98 short-haul).

MORE LONG HAUL ROUTES:

In 2016, the launch of three new directions:

new daily Rome-Tehran flights;

new flight from Milan Linate airport to Athens;

additional daily flight from Milan Linate Airport to London;

new summer flight Rome-Larnaca;

new winter flight Rome-Tenerife;

summer flights to the Greek islands and the south of France.

MORE DOMESTIC FLIGHTS

Increase in the number of flights from the south of Italy, Sicily and Sardinia:

Alitalia's first ever flights from Sardinia to France and Spain;

an 8% increase in flight frequency compared to 2015;

more than 400 weekly flights between the south and north of Italy are scheduled for the summer season 2016 - an increase of 12% compared to the previous year.

AIRCRAFT MODERNIZATION:

rebranding carried out in 2015;

completion of renovation of interiors on the airline's ships;

introduction of an advanced entertainment system on long-haul flights;

introduction of wireless networks on board (including Wi-Fi and Live TV, long-haul flights will be fully equipped with a wireless network by the summer of 2017).

IMPROVED AIRPORT SERVICE:

the innovative concept lounge "Casa Italia" in Rome and Malpensa Airport in Milan;

new lounges in Rome;

refurbishment of lounges in Rome, Milan (Linate), Naples, Venice, Catania and, in the near future, New York (JFK).

Investments in operational processes:

100 additional employees in the new Transit Task Force at Rome Fiumicino Airport;

reducing the time of the landing procedure;

new passenger support service Guest Response Team;

increase in the number of staff at the gates.

Infrastructure:

15 new buses;

20 luggage belts;

2 sets of ladders for faster boarding and exiting the aircraft.

EXCELLENT OPERATING PERFORMANCE:

in 2016, the number of exactly-scheduled flights was 88.5% compared to 80.2% in 2015. The industry average is 79.2%;

The amount of lost baggage has been reduced by 50%

PROFESSIONAL TRAINING

Total number of employees: 12,684 (as of April 30, 2016), 12,184 in Italy, 500 in other countries:

new Customer Service Academy (Customer Excellence Training Academy);

master classes on customer service, in which 6,000 crew members and airport employees take part;

leadership development training: 600 managers on board and at airports;

advanced training program for managers (Graduate Management Program) for the participation of 22 people;

an internship program for 50 school and university graduates;

1,100 applications for training at Alitalia Flight School; in 2015, 40 new pilots were successfully selected.

POSITIVE EFFECT OF TRANSFORMATIONS:

the market share of shipments to and from Italy increased by four percentage points in 2015, reaching 30%;

the share of customers satisfied with the service in January 2016 reached 86.3%, which is the highest level since 2012, when the survey of passengers on board was conducted.