Creative: Delta Showcases Uniforms From The Past In New Safety Video

As James wrote about yesterday, this week Delta has rolled out new uniforms for their 64,000+ employees. Delta first announced these uniforms back in 2015, but took their time with the design and testing phase. This was to make sure that they didn’t have major issues with the roll-out, as American did.

I agree with James’ conclusion about the uniforms, though I’d add that I think there may be more to these uniforms than meets the eye. Airlines almost always choose uniforms that match the branding of the airline, so it makes me wonder if there’s a major Delta rebranding underway, or what. It’s very strange for an airline that uses red and blue as their primary colors to select new uniforms that are “passport plum.” Maybe there’s more to this story?

What matters to me most about airline uniforms is that they’re comfortable for employees and that the people wearing them feel good, because that’s the greatest thing we can get out of new uniforms as customers.

Yesterday Delta unveiled a new safety video for their A350s. Delta has long had themed safety videos, and in many cases they’re quite creative. Sometimes the videos are humorous, other times they serve up a full pitcher of Delta Kool-Aid.

This time around Delta is doing something really cool. Their latest safety video coincides with the launch of their new uniforms, so in the video you’ll see flight attendants wearing every uniform Delta flight attendants have ever worn, dating back to the 40s.

I care less about fashion than just about anyone, but I still found this to be fascinating. My gosh, the late 60s and 70s were a very, very, very scary time for fashion. I sort of have a hard time believing that the 1969-1970 “summer uniform” wasn’t in fact a 1969-1970 Halloween costume.

Anyway, here’s the video, which I really enjoyed:

What are your favorite and least favorite Delta uniforms from the video?

Comments

  1. Was that really the uniform as recently as 2001-2006? Yikes.

    And surprised they didn’t include the red dress for the most recent round of uniforms.

  2. I think this is the perfect take on a safety video, ranking up there with the Virgin America/Atlantic cartoons from a few years ago. They have just enough style and flair to make them different without all of the quirky, tongue-in-cheek, trying-to-be-too-cute nonsense that we’ve seen recently and ultimately detracts from the message. This is interesting, apropos of what’s happening with the brand/company, and still delivers the message of safety while simultaneously keeping the viewer’s interest and ensuring the message of safety is the focal point. No nonsensical dancing, singing, puppets or other garbage. Bravo!

  3. Is the notice about not adjusting your seat after losing your electronic device new? Seems odd, at least for economy

  4. The flight leader on my fought today said the new uniforms provide a lot more movement and breathablity but also mentioned she had hoped to see a NW uniform in the mix on the video since she, like so many other crew members, are formerly NW crew.

    I’m a fan. As a designer the plum is a great compliment to the blue and red. I seriously doubt a major rebranding is on the way for a number of reasons. One big one is the brand equity Delta’s identity already maintains. They can’t squander that with a drastic redesign (tho I wouldn’t mind them differentiating themselves from the rest of our patriotic legacy carriers. Additionally, the cost to refit every aircraft interior would be crazy, especially with them having so recently finished much of the last refit phase.

  5. That was a really cool glimpse into their past uniforms…that flowery summer uniform with the helmet is definitely unique. LOL!

  6. I like this over the current theme for safety videos… however, it’s funny they’re showing the Comfort Plus product, as that’s not even available on the A350, and that they’re not referring to the Business Class cabin as Delta One…

  7. The way they shoot these safety videos in idealized conditions has always bugged me. The airlines should show all the seats full with people, instead of half full or third full. The American video is the worst in my opinion, because they don’t even show their seat. They show these stylized office chairs that have way more space.

  8. The helmet and left over flower child uniform from 69-70 was horrid…but i’m not sure about this purple color — could go out of fashion quickly!!!

  9. What would have really added to the video is if the passengers were also dressed in the same period clothing as the flight attendants.

  10. Most modern uniforms are so boring ( the recent exception being the Chinese airline with the modified Qipao/ Cheongsam, fantastic). Of course we’ll never see the Pucci again, or the like of it, but I like those sixties/early seventies styles. As for the suggestion that they’re ‘Halloween’, certainly not ( in any case the only Halloween we see these days is in attitude from some of the FAs).

  11. Delta is the master at fooling everyone into believing they are a great airline. Now they are raking through the old VS garbage bin for aborted ideas….lol

    I just cannot stand them, and the ME3 bashing only makes it worse.

  12. I have talked with several flight attendants leading up to the big reveal. The purple color came about because the combination of red and blue is purple and as a result they are blending in well with the Delta colors. I think the suits/shirts/ties that the male flight attendants wear are very sharp looking whereas the female outfits look polyester- dated. I’m told they are super uncomfortable to wear.

  13. The safety video isn’t rolled out just to the A350s… it looks like it’s been rolled out to all the flights. Last Wednesday 5/30, I flew JFK-ATL on an Airbus A319, ATL-GIG (Rio de Janeiro) on a Boeing 767-400, and then last night 6/4 from GRU (Sao Paulo)-JFK on a Boeing 767-300, and the new safety video was on all those flights.

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