KLM introduces new uniform designed by Mart Visser



7 October 2009


KLM Royal Dutch Airlines has presented its new women’s uniform at a fashion show held at Schiphol. From April 2010, more than 11,000 cabin and ground crew members – and KLM and KLM Cityhopper’s female pilots – will begin wearing the uniforms created by Dutch fashion designer Mart Visser.

While the new uniform will retain the KLM blue colour that has characterised it since 1971, it does boast a completely different design. “By investing in a new uniform we are demonstrating, especially now in these times of financial crisis, that we have confidence in the future and the KLM brand,” said KLM President & CEO Peter Hartman. “Mart Visser sees company clothing as a statement to the outside world. His philosophy ties in nicely with KLM’s wishes. It’s fantastic to see how much pride the ladies exude dressed in the new uniform.”

A great deal of prior research went into identifying user wishes and requirements.
For example, the uniform must be comfortable yet sustainable, suitable for use in different seasons, and in keeping with KLM’s image. Mart Visser set off at the start of his creative process armed with such information. Mart Visser: “Regarding my creations, I always say: ‘back to a new tradition.’ In addition to aspects like comfort and functionality, I’ve added my signature as a designer to other good traditions such as the KLM blue: a feminine form with an open, fresh and powerful look and feel. This generates feelings of pride and pleasure, impacting KLM’s passengers favourably too.”

In recent months, one hundred KLM employees tested the creations in practice. The trial provided a wealth of information, on which basis several aspects of the uniform have been improved. The new uniform will be visible on the ground and in the air from April 2010. The current women’s uniform was presented in 1990. Mart Visser’s design marks KLM’s 10th women’s uniform since the first outfit was introduced in 1935. The men’s uniform was revamped in 2000 by fashion icon Oger.


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