The clothes we wear speak volumes about who we are. That’s no less true if what you wear everyday is a uniform. A good uniform is anything but; the best will tell you everything you need to know about a company and the people who bring it to life.

Air New Zealand’s uniforms were due for a refresh. The kind you might also embark on if you too had been wearing the exact same thing for the last 14 years. The kind that announces who you are to the world now. Who you hope to be for the next decade. All in a way that works for over 5,000 people.

That’s no easy shopping spree.

We helped Air New Zealand show-off their new uniforms, without showing off at all

Air New Zealand aren’t in the business of fast fashion, so they decided to take it slow. They heard pitches from over 40 New Zealand designers and settled on one who’s been quietly reinvigorating the traditions of dressmaking and tailoring on the other side of the world, for some of the world’s most high-profile people. All without losing touch with her roots in Aotearoa. And while keeping her feet firmly planted.

Announcing London-based Emilia Wickstead as the finalist then was a little bit like showing off a new wardrobe to everyone you’ve ever met. You want to show people that you’ve made the right choice for you, knowing that the new you won’t be exactly to everyone’s tastes. You’ve gotta strike just the right balance between your global outlook and homegrown talents. Show people you’re still the same you—just with a slightly better wardrobe.

UP^ Creatives
Thomas Bryant
Paul Stuart

Production
Director
Stills

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Teasing Air New Zealand’s new New Look

We helped Air New Zealand show-off their new uniforms, without showing off at all