Delta Air Lines has just announced a collaboration with Missoni, which might just be the most premium collaboration we’ve ever seen from a US airline…
Delta partners with Missoni on amenity kits, lounges
Delta and Italian luxury fashion house Missoni are partnering on both amenity kits and lounges, which is a pretty cool collaboration.
The first part of this collaboration includes new amenity kits for Delta One, which is the name of Delta’s premium business class experience.
The new amenity kits will feature Missoni’s signature textured zigzag pattern on the exterior of the bag. That same design continues inside the bag, as Missoni and Delta teams created an exclusive pattern and color palette that “celebrates the view from the window at 30,000 feet while paying homage to Delta’s nearly 100-year flying heritage” (I’m not sure I totally “see” that, but maybe I just don’t have a good imagination).
The actual contents of the kits won’t change compared to what they have today. They’ll continue to feature Grown Alchemist skincare products, a bamboo toothbrush and toothpaste, an eye mask, ear plugs, socks, and a pen.
These new amenity kits will start to roll out as of mid-July 2024 on all Delta flights to and from Italy and Paris, before launching worldwide in September 2024. These are exclusive to Delta One, as Premium Select (Delta’s premium economy) will continue to offer amenity kits designed by Someone Somewhere.
This collaboration goes beyond amenity kits. A Delta One Lounge will be opening at JFK on June 26, 2024, and it will feature a selection of Missoni’s home collection. I’m sure more details will be revealed in the coming days.
Here’s how Mauricio Parise, Delta’s VP of Brand Experience Design, describes this partnership:
“We’ve been intentional about creating a Delta One experience—both on the ground and in the air—that feels truly premium and elevated, and Missoni’s elegance and prestige aligns perfectly with that vision. The Missoni-designed amenity kits, along with unique design elements that will be featured in our Delta One Lounge at JFK, will offer a distinct, high-end enhancement to our most premium spaces.”
Here’s how Alberto Caliri, Missoni’s Creative Director, describes this partnership:
“The Missoni amenity kits have been meticulously designed, embodying a timeless declaration of elegance and a profound connection with the surrounding world. Additionally, customizing the Delta One Lounge at JFK signifies an important new frontier for our lifestyle approach. We are delighted to partner with Delta on the Delta One experience.”
What a brilliant collaboration!
Delta tries to position itself as being by far the most premium airline in the United States. Yes, Delta offers a better passenger experience than other carriers in some areas. But I’d say what Delta does best is marketing itself as premium, while offering a marginally better experience, on balance.
I think this is the perfect example of that, and how Delta is able to get a halo effect. We see US airlines have all kinds of collaborations on products, but rarely are they actually with truly high-end companies. We’ve never seen a US carrier partner with a fashion brand on Missoni’s level, so this is pretty cool.
This doesn’t materially change the Delta One experience, but this will be an aspect of the flight that many people remember and talk about. I think a lot of airlines underestimate the extent to which little positive aspects of the passenger experience leave a favorable impression, and end up being what people talk about with friends and family.
I imagine this Missoni kit will be one of those things. And it’s also something that many travelers will no doubt keep, as the kit can be repurposed for other uses.
Bottom line
Delta and Missoni are launching a partnership. The most significant aspect of this is that Delta One passengers will soon be getting Missoni amenity kits, which look pretty elegant. On top of that, we’ll find some items from Missoni’s home collection in the upcoming Delta One Lounge JFK.
What do you make of Delta and Missoni partnering?
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