Blending style with service in the air

An era of change

As China's civil aviation industry entered a high-speed development phase in the 1990s, aviation companies started to diversify their uniforms. For China Eastern, this was the first time its light attendants wore different uniforms according to the seasons.

"As a flight attendant back in the 1980s and 1990s, lying by air is such a rare experience, and passengers were so curious about the journey that they often forgot their need for service," said Pan.

This was true for Qin Ling, who took his first airplane ride from Shanghai to Hangzhou of Zhejiang province in 1992 during a trip organized by his junior middle school. The trip cost him 30 yuan ($5.5) and lasted just 30 minutes.

"I still remember that there was no boarding bridge, and we had to take the shuttle bus to the aircraft," said Qin, who said the only disappointment was the short duration of the light.

"To be honest, we passengers did not even know what we required for service, not to mention the difference between first class and economy class. All we cared about was whether the light could get us to our destination on time."

Western-style meals dominated the in-flight menus during the 1990s. The most typical meals comprised butter and bread, coffee and orange juice.

Zhu Jiewei, a Shanghai-based entrepreneur, took his first light in 2001 when he traveled from Shanghai to Sydney to further his studies.

"The double-aisle A340 was very crowded, and the stewards were rather shy, especially in comparison with those from Qantas who were more passionate and proactive," said Zhu, who is now a China Eastern gold card member.

In September 2001, China Eastern launched its fourth generation uniforms. Featuring the auspicious color purple, these uniforms were inspired by traditional Chinese wear and had local Shanghai elements infused into them, creating a stylish mix of modernity and heritage.

In 2005, Zhu noticed that the uniforms were not the only thing that changed at the airline.

"I fly a lot due to my work. Although I sat in economy class, I found that the China Eastern light attendants were smiling a lot more in their new uniforms, and I was constantly greeted. What was even more surprising was the quality of the food. It was actually pretty good," he said.

Zhu added that he was also impressed by the new level of attentiveness displayed by the flight crew. For instance, he was once pleasantly reminded that it was his birthday after light crew sent him their well-wishes. On another occasion, the stewardess helped to take his temperature when he was having a fever.

In the eyes of Qin, who is now a platinum member of China Eastern, 2009 was a watershed year for China Eastern as the carrier became a completely different entity following a major reform.

"The old aircrafts were replaced with new ones, and the service became so much more intricate and attentive," he said.

To improve its services, the carrier ordered 20 Boeing 777 aircraft in April 2012. With the introduction of these new jet models in the coming years, China Eastern has also reined its service offerings to meet customers' growing expectations.

The latest generation of China Eastern uniforms was launched in May 2013. Designed by French brand Christian Lacroix, the navy blue uniform features a traditional elegance and auspicious Chinese elements such as clouds, knotting and a red belt.

As one of the most visible elements of any airline, the uniform must strike a balance between being attractive and practical. Bao Mingxin, a fashion culture research professor from Donghua University's fashion and design school in Shanghai, said that China Eastern's uniforms have always fulfilled both aspects.

"Unlike fashion clothes, uniforms are focused on practicality as service is more important than looking good," he noted.

"The latest uniform is a good combination of Western and Chinese styles. It expresses Chinese sentiment in an international way very well," said Bao.