This Italian airline just got a sassy new look

(CNN) – When it launched in October 2021, ITA Airways, Italy’s new national carrier, promised to bring a “100% Italian experience” to the skies.

And now, nearly eight months later, the airline has unveiled its new looks, including new uniforms and food-planned by famous Italian chefs.

The new look was revealed alongside ITA’s three new long-range Airbus A350-900s – the aircraft, according to the company, the “new ambassador”.

Chef Enrico Bartolini has added pappa al pomodoro to the business class menu.

ITA . Airlines

Sticking to their Italian commitment entirely, the interiors of the A350 were designed by Walter De Silva, an automobile designer who worked for Fiat and Seat, before becoming chief designer at Volkswagen. In a press release, he said de Silva drew his inspiration from the song “Il cielo in una stanza,” or “sky in the room.”

This means introducing blue inside the plane – but not the bright blue planned on the outside of ITA planes, but the more subtle bright blue. In economy seats, this blue color becomes the base of the seat, with a sand-colored stripe down the center. The colors have been switched up for the “comfort economy” seats that have a bit more legroom, and the business class seats. There is a nod to tricolor Flag on the headrests, too.

The stylish new design of the economy class.

The stylish new design of the economy class.

ITA . Airlines

For longer flights, there will also be mood lighting depending on the flight phase (boarding, take-off, mid-flight and meal times) as well as sunrise, sunset and night time.

ITA plans to gradually upgrade its fleet from existing Alitalia aircraft to a fleet of new Airbus aircraft, and expects that by late 2025, 75% of the fleet will be less environmentally friendly than new generation aircraft.

New business class ITA.

New business class ITA.

ITA . Airlines

Meanwhile, the uniform – designed by Bruno Cucinelli – is taking a leap toward casual wear, with women wearing white cap-sleeved shirts with pullover sweaters on top. The more traditional Alitalia navy blue uniform is another option for the crew. Women can choose between a skirt or trousers, while the men’s outfit embellishes the Alitalia navy suits with large gold buttons.

CNN Style’s global editor, Fiona Sinclair Scott, sees the new uniform as an update to the hostess’ classic look.

“There was a time when air travel was synonymous with sheer luxury, regardless of seat assignment. The uniforms and dress codes of the flight attendants, who were mostly women, were designed to exude glamor and femininity, perhaps at the expense of the convenience of those employees working long hours.”

The new ITA uniform allows crew members to choose between skirts and pants.

The new ITA uniform allows crew members to choose between skirts and pants.

ITA . Airlines

“Today, travel is more common and cabin crew is more gender balanced. The culture of travel has changed and we undoubtedly see that reflected in the uniform.

“The workplace dress code has relaxed in almost every industry, so it is not surprising to see the inclusion of a shirt in these new designs, for example. While the new designs retain some hallmarks of flight attendant wear, they have also been modernized with an unflattering design. Formal like shorts or slightly upturned and a tall boot option for women.

“Brunello Cucinelli introduced several double-breasted suits in his latest menswear collection and they’ve moved into this line as well.”

According to the airline, the uniforms will be distributed over the next few months. ITA’s gradual introduction of the new look is due to the cost-cutting measures of the airline that was born out of Alitalia’s bankruptcy.

Then there is the food. From June 2, intercontinental flights will feature meals planned by some of Italy’s best chefs, starting with Enrico Bartolini – the only chef in history to have received four Michelin stars in one year.

Includes Bartolini’s first business class menu Baba Al PomodoroTomatoes and warm bread are from its native Tuscany, and chicken is flavored with Amalfi, like lemon.

Economy Class will see a “fully rolling menu”, while every food and beverage item on board will be an Italian brand or recipe.

In the future, this focus on Italian The serving of coffee will be certified as an ‘experience’ and ‘unique experiences’ of wellness on board. It is not yet clear whether that will include guided meditations, as many airlines already have on their in-flight entertainment systems, or full in-seat massages, as Virgin Atlantic used to offer.

The progressive deployment of the ITA applies to the roadmap as well. It is launching routes from Rome to Los Angeles, Sao Paulo and Buenos Aires this month.

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