Virgin Atlantic has adopted a gender-blind uniform policy for front-line staff that the airline says will reflect the diversity of its workforce in order to make it the most inclusive airline in the skies.
The move means pilots, cabin crew and ground staff can now choose which uniform they prefer, whether it is a red skirt suit or burgundy jacket and pants.
The airline released an ad campaign to announce the news that is fronted by a former pop star and features a group of models dancing on a runway in uniform.
Some airlines have embraced gender diversity among their workforce. Alaska Airlines updated its dress code in March to allow employees to wear whatever uniform style, nail polish or make-up they want.
It's not clear if other British airlines will do the same. British Airways and Aer Lingus are two of the airlines that have been reached out to by the company. EasyJet was the only one to respond at the time.
"Our uniform guidelines already support our crew to wear whichever uniform they feel reflects their own gender identity/expression and we are constantly reviewing, updating our guidelines and support, internally, ensuring we are creating an inclusive place to work, for everyone."
Virgin said the move was designed to encourage its staff members to be themselves, no matter their gender, gender identity or gender expression.
The airline's clothes are designed by Westwood.
Virgin Atlantic's chief commercial officer said it's important that people embrace their individuality at work. For that reason, we want our people to wear the uniform that best suits them and how they identify and ensure our customers are addressed by their preferred pronouns."
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Virgin Atlantic is joining Sky Team.
Visage, who rose to fame as a pop star in the late 90s but is better known today for her role as an outspoken judge on the hit reality TV show, said that people feel more confident when they are wearing what best represents them.
The airline is trying to embrace diversity and self-expression as well as promote its business as a safe space for all customers.
The airline said that the move would allow everyone to be addressed by their pronouns. Customers will be able to request their preferred badges at the check in desk or in the Virgin Atlantic Clubhouse.
There is a first look at Air France's new business class.
If you hold a passport with a gender-neutral marker, Virgin Atlantic will allow you to select "U" or "X" gender codes on your booking. Only the US, India and Pakistan allow such passports.
Inclusivity training will be compulsory for staff at all levels on Virgin Atlantic vacations.
Virgin will launch a series of inclusivity learning initiatives for tourism partners and hotels in destinations such as the Caribbean.
Virgin Atlantic became the only U.K.-based airline member and the first new Sky Team member in eight years after announcing its new partnership with Sky Team Alliance.
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