Ryanair tones down uniform in upmarket bid

Ryanair unveiled a new range of flight-attendant uniforms that Europe’s biggest discount carrier says will bring a subtler look to its aircraft cabins as part of a push to lure up-market travelers.

The uniforms are in a toned-down “royal blue” a shade or two less garish than the “Chelsea blue” previously sported by crew,

Chief marketing officer Kenny Jacobs said at a briefing in a London cinema where the new creations were revealed.

Ryanair’s trademark yellow, introduced by chief executive officer Michael O’Leary a decade ago, survives the makeover in the form of a women’s rain jacket, worn mainly outside the plane, a striped tie and neck-scarf, and detailing on the jacket pocket and skirt dart of the female uniform.

The attire will be introduced in December, complementing Boeing’s new “Sky” cabins, which will also feature markedly less yellow.

“The Sky interiors, coupled with the new seats, crew in new uniforms, a healthier menu – overall, that’s a very, very different flying environment,” Mr Jacobs said.

Aircraft bulkheads once entirely yellow with a Ryanair logo are also being restyled with images of holidaying families or destinations. Mr Jacobs said the company has avoided engaging big-name designers for its revamp to help keep down costs.

The uniforms were created by Emma Collopy, who graduated from Griffith College, Dublin, in 2014, according to her website.

Ryanair’s revamp is part of Mr O’Leary’s drive to jettison the carrier’s decidedly down-market image and reposition it alongside discount retailers like Aldi and Ikea, perceived as offering a quality product at competitive prices, so that it appeals equally to tourists and business travelers.

- Bloomberg