Capturing the spirit of a new India

PUBLISHED : Thursday, 29 May, 2008, 12:00am
UPDATED : Thursday, 29 May, 2008, 12:00am

The Jet Airways brief from chairman Naresh Goyal to Italian fashion designer Roberto Capucci was concise when they met in Rome a little more than a year ago. Create a new look for all uniformed employees that is elegant, classic, with western style and an Indian touch. A distinctive international look capturing the spirit of new India that a young and dynamic team would feel proud to wear.

Capucci, who is known for his extravagant outfits but who had never designed airline uniforms before, envisioned a group of elegant people rather than 'air crew'. He let the inspiration of the Indian universe, which is often present in his creations, lead him. The result was a perfect meeting point between east and west.

Capucci said: 'This assignment has only enhanced my great passion for India, its people and its culture.'

His message to the uniformed personnel was: 'Wear it with ease, pride and your natural charm, your elegance will enhance the image of Jet Airways like no product can, or ever be able to. This uniform is a sincere and humble tribute to the deep beauty of India.'

The result is seen in the dynamic and professional attire designed to take airline uniforms on to the fashion runways at airports around the world.