British Airways - first European airline to design customised uniform for the Middle East

The uniform has been modified in the Middle East to ensure that it upholds the corporate image whilst meeting the cultural requirements of the region.

Paula Mignucci, uniform design manager, and Clara Batalim, International Customer Service Compliance Manager, consulted British Airways staff based in the region in order to refine the design of the Middle Eastern uniform. A number of locally based staff from Iran, Bahrain, UAE, and Oman sampled the new regional uniform and made changes that were considered necessary and appropriate.

"The Middle East market is very important for us and we have been operating here for over 70 years. The localised uniform is another indication of our commitment to the region and it is essential that the uniform fulfils the necessary cultural requirements both for our staff members and customers," said Steve Harrison, British Airways Area manager, Middle East, North Africa and Central Asia.

"The modifications will ensure that our ground staff feel comfortable and proud to wear the uniform. The team effort deployed resulted in a practical yet stylish design for our locally based staff." added Harrison.

The localised uniform includes a full range of specially designed garments including blouses, trousers, jackets and headscarves.

The cut of the blouse is looser fitting and is buttoned up to the neck. A cravat is worn around the neck and is coupled with a head scarf. The head scarf is tightly secured around the head to prevent a safety hazard and the fabric was vigorously tested to ensure that it is both practical and durable.

The jackets and trousers for female staff have been designed so that they are suitably tailored; similarly looser fitting and the jackets are longer in accordance with Middle Eastern culture.

Commenting on the new uniform, Nadia Hussein, one of the uniform advisors said, "We were grateful for the opportunity to be involved in the design process. The creation of our uniform takes into account issues such as culture, climate, safety and practicality. I believe that the new British Airways' uniform incorporates our traditional requirements with a modern and elegant flair."