Alitalia

1 · POSITION

Alitalia's uniforms placed Italian fashion directly in the passenger's path. The airline's historical wardrobe, presented in an archive-based exhibition by ITA Airways, includes Mila Schön's bright green designs from 1969 and Alberta Ferretti's return to blue in 2018. National identity was repeatedly reinterpreted through the clothes worn by the people receiving and serving travellers. [1]

2 · GREEN FOR A NEW DECADE

Schön's 1969 wardrobe combined an above-the-knee skirt and fitted jacket with a blue sleeveless blouse and matching accessories. These were recognisable fashion decisions, affecting silhouette, colour and the way staff appeared together. The uniform made the airline's image visible at human scale, in the movement of a crew member rather than only on an aircraft tail. [1]

3 · A SUPPLY CHAIN BEHIND THE APPEARANCE

When Ettore Bilotta's uniforms entered use in June 2016, ANSA reported fabrics from Tuscany and silk from Como, with men's garments made in Puglia. The collection used burgundy for women and grey with green details for men. Its Italian character therefore involved materials and manufacture as well as the designer's name and the finished look. [2]

4 · BLUE RETURNS IN 2018

Ferretti's subsequent collection moved back towards blue, with restrained lines and details recalling the Italian flag. The exhibition describes lightweight fabrics and an intention to combine comfort with elegance; contemporary reporting confirms the 2018 presentation. Across these changes, the uniform remained a place where Alitalia could revise its public appearance without abandoning the association with Italian dress. [1, 3]

5 · ⚑ CANDOUR

⚑ An archive exhibition and launch coverage establish design, authorship and presentation, not how comfortably every garment performed during a working day. They also say little about the consistency of inflight service. Alitalia's fashion history is a distinct part of its hospitality identity; it should neither substitute for the airline's corporate history nor be treated as evidence of uninterrupted operational excellence. [1–3]