ITA Airways, Italy’s new national carrier, launched October 2021. It promised a “100% Italian experience” when it took to the skies.
Nearly eight months later, the airline unveiled its new look. It includes new uniforms, and food designed by Italian celebrity chefs.
The new look was revealed alongside three new long-haul Airbus A350 900s from ITA — the plane that is, according to the company “new ambassador”.
Walter De Silva, an Italian car designer, designed the interiors for the A350. He was previously a head designer at Volkswagen and worked for Fiat before moving to Seat. De Silva said that he was inspired by the song “Il cielo una stanza” or “The sky is in a room”.
This means bringing in blue inside the aircraft. Not the bright, ITA plane-exteriors-approved blue, but a subtler, midnight blue. This blue is used as the base for economy seating. A sand-colored stripe runs down the middle. For business class and comfort economy seats, the colors can be switched. The headrests also pay homage to the tricolore flag.
Long-haul flights will have mood lighting for each stage (boarding, takeoff, meal times, and meal times), as well as sunrise, sunset, and night.
ITA will gradually replace its current Alitalia fleet with a fleet new Airbuses. It predicts that 75% of its fleet will be newer, less harmful, by 2025.
Brunello Cucinelli’s uniforms are now more casual, with women being able to wear white T-shirts with cap sleeves and sweater vests. Crew can also choose a more traditional uniform that is closer to Alitalia’s dark blue uniforms. The women can choose from a skirt or pants while the men’s uniforms are more reminiscent of Alitalia’s navy suits, with large gold buttons.
CNN Style’s global editor Fiona Sinclair Scott sees the new uniforms a modernization to the traditional look of flight attendants.
“Air travel used to be synonymous with luxury. She says that the uniforms and dress codes worn by flight attendants (mostly women) were meant to exude glamour, femininity, and comfort for staff who worked long hours.
Today, travel is more common and cabin crews have a more balanced gender representation. We can see this in uniforms as the culture of travel has changed.
The workplace dress code has become more relaxed in nearly every industry, so it is not surprising that these designs include a T-shirt. The new designs still retain the characteristics of flight attendant-wear but have been updated with casual styling like slightly cropped trousers or turned-up pants and the option to add a boot for women.
“Brunello Cucinelli showed several double-breasted suits during his two previous menswear collections, and they have carried over to this line.”
According to the airline, the uniforms will be introduced over the next few weeks. ITA’s gradual introductions of new looks are cost-cutting measures taken by the airline, which was founded from Alitalia’s bankruptcy.
Then there’s the food. Intercontinental flights will start serving meals prepared by top chefs from Italy starting June 2. Enrico Bartolini, the only chef to be awarded four Michelin stars within a single year, will begin planning these meals.
Bartolini’s first menu for business class features pappa Al Pomodoro, his signature tomato-and bread warm “pap” recipe from Tuscany, as well as chicken flavored using Amalfi essences such lemon.
Economy will have a “totally new menu”, and every item of food or drink onboard will be made from an Italian brand or recipe.
The future will see italianita as a “experience” and “unique experience” in coffee onboard. It is unclear if this will include guided meditations as many airlines have in-flight entertainment systems or full-on inseat massages like Virgin Atlantic.
ITA’s gradual rollout also applies to its route maps. It will launch routes this month from Rome to Los Angeles and Sao Paulo, as well as Buenos Aires.
