Flair in the Air

The "Original Eight" flight attendants at Boeing Air Transport, 1930. [Photo/Courtesy of SFO Museum]

In the 1950s post-war era, the "jet set" rose to prominence in the US as airlines targeted wealthy passengers. Flight attendant style also kept pace, as famous designers came on board to create the uniforms. Prior to being named exclusive couturier to Jacqueline Kennedy when she was First Lady of the United States, Oleg Cassini designed the uniforms for Trans World Airlines (TWA) in the 1950s.

But Hollywood glamour really took to the skies in the mid-1960s. William Travilla, best known for dressing Marilyn Monroe, designed United Airlines uniforms from 1965 to 1968. Famously, the now-defunct US airline Braniff also brought Emilio Pucci on in 1965 to design the vibrant Gemini IV collection – and the looks only got wilder. The following year, Emilio Pucci presented the Supersonic Derby outfits to Braniff, featuring nylon jersey uniforms covered in Central American art motifs, paired with green boots and a bowler hat.

Things weren't only happening in America, of course. In 1962, Christian Dior brought appealing haute couture to Air France; in the late '60s and early '70s, the airline enlisted Balenciaga. Further east, Japanese couturier Hanae Mori, who began designing the uniforms for Japan Air in 1967, designed a one-piece miniskirt uniform in 1970 that raised hemlines – and eyebrows.

The playful vibe seemed to come to an end in the 1980s, when boxy power suits became the norm. Today, uniforms have shifted towards the hyper-professional with a touch of glamour. But, like all things fashion, they continue to evolve. Perhaps one day soon, those playfully bold designs of the '60s and '70s will make a comeback.

If you're a fan of these lovely looks, check out the exhibition Fashion in Flight: A History of Airline Uniform Design, held at the SFO Museum in San Francisco International Airport until January 8.