Air New Zealand
Anything But Uniform

Fit for a nation 
like no other.

Designing a national carrier’s uniform? No small feat. Just ask Emilia Wickstead. NZ-born, UK-based designer who reimagined Air New Zealand’s look for the first time in 15 years.

Launched in April 2025, the new uniform was widely recognised, with praise for its elegance and cultural detail — described by The Telegraph as “the most elegant uniform in the skies,” and by Condé Nast as a “masterclass in cultural celebration.”

Anything But Uniform was the campaign that amplified it. A South Island shoot by Derek Henderson and a behind-the-scenes film leaned closer to fashion than aviation, driving PR and attention well beyond the category, supported by a national OOH rollout, social content, and lookbook.

Air New Zealand billboard featuring two people in purple uniforms, with text 'Anything but uniform. Our new look, designed by Emilia Wickstead.'
Large Air New Zealand billboard on a building with a person in a purple uniform, featuring the slogan "Anything but uniform." Trees and buildings surround the area.
Air New Zealand billboard on a bridge with people in uniform, text saying ‘Anything but uniform, designed by Emilia Wickstead.’
Billboard on building wall showcasing Air New Zealand employees in new uniforms with text "Anything but uniform."
Billboard featuring Air New Zealand crew in new uniforms designed by Emilia Wickstead, with a backdrop of mountains and the slogan "Anything but uniform."
Air New Zealand advertisement on a city street showing two people in uniforms with text "A shirt anyone can wear" at night.
A poster of an Air New Zealand flight attendant in uniform, displayed in a modern building. The poster text reads: "Made to be worn down the aisle. Feel free to throw a bouquet." The background shows a scenic landscape.
Air New Zealand advertisement at a bus stop featuring a man in a suit. Text on the ad reads, "Pretty fly for a sky guy."
A billboard advertisement featuring a person in a dark trench coat against a mountain backdrop. The text reads "Yes, you’d look great in it. And no, you can’t have one." It is an Air New Zealand ad.

Derek Henderson
The Beards, Up Creatives
Tim Pierce, Thomas Bryant, Bob Mackintosh

Stills
Production
Directors