Scandinavian Airlines Unveils New Employee Uniforms

Scandinavian Airlines (SAS) has just unveiled new uniforms for its 9,000 employees, which will gradually be rolled out over the next year (between February 2025 and early 2026). This comes at quite a transformative time for the company, as the airline now belongs to SkyTeam and has an investment from Air France-KLM.

A look at SAS’ new employee uniforms

All of SAS’ frontline employees will be getting new uniforms, which the airline describes as “combining Scandinavian tradition with a fresh, forward-looking design.” In designing the uniforms, the key was to inspire a modern, functional, inclusive, and sustainable design, which the airline claims embodies its values.

As the airline explains, 30 million passengers encounter SAS employees every year, and for many people traveling to Scandinavian, these employees are the first introduction to the Scandinavian aesthetic. Here’s how SAS describes the key features of the uniforms (the company’s words, not mine):

• Timeless meets modern: The silhouette draws inspiration from the iconic SAS uniforms of the past, designed by legendary names like Christian Dior and Calvin Klein. It blends a modern, approachable aesthetic with premium materials and dynamic accents, creating a look that is both timeless and refreshing. 
• Inclusivity and individuality: Gender inclusive uniform with neutral items, optional sneakers, and allowances for visible tattoos and piercings enable team members to showcase their personality. 
• Sustainability in focus: Materials were chosen with longevity in mind, and some existing items will be reused or upcycled to minimize waste. 
• Functionality and adaptability: The uniform balances form and function, with pieces suited to varying roles, seasons, and weather conditions. 

The new uniforms build on recent changes to SAS’ appearance policies, including allowances for optional sneakers, visible tattoos, and piercings.

Here’s how Pernille Ormholt Vang, Chief People Officer at SAS, describes the uniforms:

“Updating the uniform policy was a significant step forward in refreshing who we are as an airline. These changes reflect a more modern expression while maintaining our commitment to professionalism, safety, and care.”

“Everyone in our company is unique, and it’s important that we create a culture where colleagues feel confident expressing their identity. People are at the heart of everything we do, and by welcoming greater diversity of personal expression through initiatives like our gender-neutral uniform, we believe we become more relevant to the people and communities we serve.” 

Meanwhile here’s how Kristine Mayer, Design Director at SAS, describes the uniforms:

“The uniform is more than just a recognizable feature — it’s a vital work tool for our colleagues and an expression of our strong heritage and identity. Uniform trends often reflect the era in which they are worn, serving as a core expression of an airline’s identity. As SAS has embarked on a new and exciting chapter, it’s only fitting that we update our look. I believe this uniform will become iconic, representing modern Scandinavia on the global stage, as we always have.” 

As a point of comparison, below is what the previous uniforms looked like, based on some pictures from SAS’ website.

My take on SAS’ new employee uniforms

SAS’ new employee uniforms look… pretty decent? I don’t think anyone is going to be absolutely blown away here, as the changes are definitely more evolutionary than revolutionary. I mean, these aren’t like the Aegean Airlines or Riyadh Air uniforms.

But ultimately that’s what you expect from an airline based in Northern Europe. The uniforms are functional while looking professional. As I often say, what matters most to me about airline uniforms is that people feel good about their appearance, and comfortable while in them.

I imagine these uniforms meet that standard, and that many employees appreciate the ability to wear sneakers, have visible tattoos, etc.

Bottom line

SAS is in the process of rolling out new uniforms for its roughly 9,000 employees. The uniforms are supposed to combine Scandinavian tradition with a fresh, forward-looking design. SAS has some pretty progressive policies when it comes to employee appearance, and these uniforms contribute to making that possible.

What do you make of SAS’ new employee uniforms?