Bonza throws out rule book with ‘wear it your way’ uniform

By James Harrison

Bonza has thrown out the rule book as they revealed their first-ever uniform.

The ‘wear it your way’ range, featuring Australian aviation’s first-ever on-trend white custom sneakers and cotton t-shirts, allows Bonza legends to let their individual personalities shine with various ‘mix and match’ options.

“Our brief was clear. Create a uniform that Bonza legends will wear with pride. We know airline uniforms are the land that time forgot and we wanted to change that with our partners at Total Image Group,” said Carly Povey, CCO at Bonza.

Povey went on to say there will be no ‘grooming guide’ for legends and instead cabin crew, pilots, operation centre and office staff will be able to style various looks depending on where they’re travelling to, their mood on the day and personalities.

“We won’t dictate what lipstick to wear – or whether you have to wear lipstick at all. We won’t ask crew to cover up their tattoos and just because you’re female, that doesn’t mean you have to wear a skirt. If you’re non-binary, pregnant, work in the office or onboard, we have options for you. Bonza is for the many, not the few, and that’s what you’ll see with our first-ever uniforms,” added Povey.

In a nod to the many tropical Queensland destinations on Bonza’s route map, the looks include tailored shorts which can be worn with the white cotton t-shirt and a blazer which features purple trim and the Bonza values stitched inside on the lining.

There’s also a pant option, shirt, dress and sleeveless coat. Accessories include a Bonza thumbs up pin, branded custom socks and a purple scarf that can be worn as a hair, neck or pocket accessory.

Pilots’ uniforms feature a crisp white button-up shirt, tailored pants and charcoal blazer with silver stripes. Pilot uniforms are not exempt from a bit of Bonza personality with the addition of purple lining in the blazer, inside of the shirt collar and on-shirt logo. In a break of tradition, there’s no pilot hat. Everyone agreed it was better to pass that saving to our customers.

Total Image Group head designer and CEO, Pamela Jabbour said: “My goal was for the uniforms to reflect the excitement and optimism that Bonza brings to Aussie travellers.

“They’re ditching the rule book in every way and the uniforms are no exception.

“Instead of pantyhose, polyester shirts, black high heels and traditional embroidery – we have created a uniform that reflects current trends and that legends will wear with pride.”

Total Image Group are working with Bonza to extend the range to include crew sunglasses.

“We intend to offer additional options to legends and to be the first airline to offer a sunnies subsidy, should crew wish to purchase Australian made sunglasses that will be made from recycled materials,” said Povey.

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Bonza Carly Povey Pamela Jabbour Pilot uniform Total Image Group