For a long time, the uniform of air hostesses fed unwelcome fantasies.
A problematic situation caused by certain airlines which wanted to impose “sexy” outfits on their employees.
At the time of MeToo but also of questioning about gender, companies have decided to review their copy, like WestJet.
The Canadian company launched its new collection of uniforms for its staff this week.
Professional clothing that takes into account two major criteria: safety and inclusiveness.
"These uniforms meet the diverse needs of WestJet's (...) staff and provide a look that will stand the test of time and can be worn with confidence
," said Juli Grbac, the fashion designer who designed this new line, in a statement released by WestJet.
The result is non-gendered uniforms, in the color duck blue (the color used by the company for 26 years), which proposes to free itself from sexist and gender norms.
To design them, all of the airline's trades were consulted.
The objective: to ensure that these work overalls are as close as possible to the needs of employees.
This notably includes looser clothing for female staff, but also clothing “adapted for non-binary people”.
"Our WestJetters spend a lot of time in their uniform, so it was crucial for us to create a product that met the highest safety standards, reflecting the diverse team members responsible for caring for our guests (customers)
" said Leah McDonald, Director of Training and Uniforms.
The uniforms were designed in conjunction with airline personnel.
WestJet video screenshot
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A policy of inclusion of the LGBTQI+ community
This new line of professional clothing is part of the policy that WestJet has been trying to pursue since 2017. In addition to uniforms, the company has redesigned its name tags.
A way to include staff belonging to the LGBTQI+ community.
Thus, an additional place has been added for the pronouns by which people identify themselves.
The tattoo policy has also been reviewed.
Flight attendants no longer have to hide them, the aim being that everyone can “celebrate” their individuality.
Pinkwashing or sincere approach?
Hard to say.
Still, WestJet is not the only company to want to pursue an inclusive policy for its staff.
Alaska Airlines has also designed a line of clothing more in line with its employees.
Last March, the American company thus modified its directives concerning its uniforms
“to offer more freedom and flexibility in the expression of gender of each”
, as it revealed in a press release.
Other companies have also made a splash, this time more in connection with the fight against sexism in the airline industry.
Ukrainian SkyUp Airlines has abandoned skirts and heels for its female flight attendants and replaced them with pants and sneakers.
