SAS Unveils Modern Inclusive Uniforms
Scandinavian Airlines (SAS) has introduced a fresh, modern look for its workforce, unveiling new uniforms on February 3, 2025. Designed for approximately 9,000 staff members both on the ground and in the air, these uniforms combine contemporary style with functionality, inclusivity, and sustainability—a true reflection of modern Scandinavia.
The new uniform collection represents more than just a change in attire; it is a visual statement that echoes SAS’s rich heritage while projecting a forward-thinking image. The airline’s leadership explained that updating the uniform policy is a significant step in redefining the airline’s identity amid substantial strategic changes. With the airline transitioning from restructuring procedures and shifting its alliance from Star Alliance to the orbit of Air France-KLM and SkyTeam, the refreshed look is intended to symbolize renewed energy and direction.
SAS Design Director Kristine Mayer expressed her confidence in the new designs, stating, “I believe this uniform will become iconic, representing modern Scandinavia on the global stage, as we always have.” Mayer’s statement underscores the aspiration for the uniforms to not only serve a practical purpose but also to become a symbol of the airline’s values and Nordic aesthetics.
Chief People Officer Pernille Ormholt Vang highlighted the progressive aspects of the new uniforms. “Updating the uniform policy was a significant step forward in refreshing who we are as an airline,” she said. Vang elaborated that the new designs embrace inclusivity and individuality by incorporating gender-neutral items, optional sneakers, and even allowances for visible tattoos and piercings. This modern approach is aimed at empowering employees to express their personal style while upholding the airline’s commitment to professionalism, safety, and care.
SAS’s commitment to sustainability is also evident in the new uniforms. In response to growing environmental concerns, the materials selected for the uniforms have been chosen for their durability and recyclability. This environmentally responsible approach aligns with SAS’s broader sustainability goals, ensuring that the airline not only looks modern but also acts responsibly towards the planet.
The revamped uniforms are set to be rolled out in February 2025 and will be phased in over the course of the year. The gradual implementation allows SAS to manage the transition smoothly while giving employees time to adapt to the new look. The redesign effort marks the latest chapter in a long history of uniform evolution at SAS—a legacy that has seen some of the world’s renowned designers, including Christian Dior and Calvin Klein, contribute to its iconic style over nearly 80 years.
For SAS, the new uniforms are more than a simple update; they are a powerful visual cue that reflects the airline’s evolution. The design changes are intended to create a lasting impression on passengers, who will experience a blend of modern Nordic design and deep-rooted heritage every time they fly with SAS. As the uniforms make their debut, they are expected to set a new standard in the aviation industry—one that prioritizes comfort, inclusivity, and environmental responsibility.
The introduction of SAS’s new uniforms is a landmark move that encapsulates the airline’s modern outlook, strategic evolution, and commitment to sustainable practices. By merging style with functionality and inclusivity, SAS is not only refreshing its image but also reinforcing its status as a leader in the global aviation industry.
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