BRANDING INSIGHTS
16 October 2023
SINGAPORE AIRLINES TIMELESS ALLURE
As the old adage goes, “if it isn’t broken, don’t fix it.” This enduring philosophy perfectly encapsulates the approach Singapore Airlines has quietly embraced, a key factor in the timeless nature of the airline brand.
In hospitality and travel, service is the heartbeat that breathes life into every interaction and sets the stage for memorable experiences. When it comes to shaping a timeless service culture that resonates visually, nothing encapsulates it more effectively than a distinct and recognisable uniform. Singapore Airlines, renowned for its exceptional service, serves as a prime living example.
While numerous brands in the travel industry, including airlines, hotels, and resorts, have regularly designed beautiful uniforms, Singapore Airlines stands out with its unwavering consistency and self confidence. The allure of the Singapore Airlines brand lies in its ability to distill an exceptional branded service culture and reputation into a unique and memorable staff uniform.
For half a century, this uniform has remained unaltered since its adaptation by French fashion designer Pierre Balmain in 1974, elevating a mere uniform from a commodity to a timeless symbol of its brand identity. As See Biew Wah, the original muse for the Singapore Airlines uniform designed by Balmain, perfectly stated “at the time, Singapore Airlines was not yet known for its impeccable service – but half the battle is now won just by wearing the sarong kebaya.”
A source of pride and privilege but also a significant responsibility.
Singapore Airlines flight attendants take great pride in wearing their iconic uniform, as See Biew Wah aptly put it, "I still feel so proud when I see today's cabin crew wearing our uniform; it's still so recognisable, you're basically living the brand." The kebaya is not just a uniform; it's a symbol of timeless elegance, tradition, perfection and the airline's rich heritage. When donning this attire, flight attendants not only embody the essence of Singapore Airlines but also carry forth the rich heritage of the country of Singapore itself. Indeed, Balmain’s selection of batik print for the uniforms signifies Singapore Airlines' commitment to celebrating its Malayan cultural roots and warm hospitality. By wearing these uniforms, flight attendants offer passengers more than service; they extend a genuine and welcoming touch that reflects the core of Singaporean identity and the nation's cherished tradition of hospitality. It's not only a source of pride and privilege but also a significant responsibility.
While the batik print on the kebaya remains exactly as it was created 50 years ago, Singapore Airlines has recently introduced a variation of its iconic batik motif that is integrated into new marketing campaigns and selected branded merchandises. This new motif now plays an important role in the airline's branding. This renewed design takes inspiration from the traditional batik motif and beautifully incorporates elements of Singapore's rich natural heritage. Ten native Singaporean flowers are featured in this fresh interpretation, breathing new life into the airline's visual storytelling. This not only adds a touch of modernity but also reinforces the importance of celebrating Singapore's identity and hospitality, creating a seamless connection between past and present in the airline's brand story.
With this in mind, the next time you step aboard a Singapore Airlines flight and are greeted by the cabin crew in their sarong kebayas, take a moment to appreciate the history and artistry woven into each thread. It's a uniform that not only transcends time but also symbolises the enduring and timeless essence of the airline, connecting the past, present, and future of this remarkable brand.
“I would paraphrase the perfect Patek Philippe advertising tagline and state that you never actually own a timeless brand, you merely look after it for the next generation.”