With COVID all but ruling out the “bums on seats” approach to business, Qantas has turned its hand to fashion instead.
The airline has combined wiht fashion designer Martin Grant and released a limited-edition athleisure wear collection to mark the brand’s centenary year.
Inspired by Qantas’ trademarks throughout its 100-year history, Grant set out to design a classic range of wardrobe staples for “everyday” wear, including cashmere sweaters, a hoodie, sweatshirts, t-shirts and a beach tote – all priced at or above an eye-watering $150.
According to Qantas, Grant’s designs have fused the airline’s iconic red and navy palette with a vivid wattle yellow to represent Australia’s native floral emblem.
“This collection is all about classic shapes, comfortable styles and materials that are kind on the environment,” Grant said.
“But the hero of the designs are the iconic logos that evoke so many fond memories for Australians. The Qantas brand is embedded in the history of our country.
“I wanted this collection to be a nod to the past but also be a treasured piece for the future.”
Grant has also designed uniforms for Qantas’ pilots, cabin crew and ground staff, as well as pyjamas and amenity kits for the airline’s first-class customers.
Qantas Loyalty CEO Olivia Wirth said the merchandise designed by the internationally recognised designer would be incredibly popular with customers.
“Qantas Frequent Flyers have a great fondness for our brand and heritage,” she said.
“Having our iconic logos appear in such a beautifully designed collection will make this range much sought after for people with a passion for both aviation and fashion.”
The collection is available for purchase exclusively from the Qantas Rewards Store from today until sold out.
It comes as yet another bid by Qantas to keep its brand front-and-centre during the slow-down in air travel brought on by the coronavirus pandemic, which has seen the airline previously flog amenity kits and fully-stocked bar carts.
Qantas also recently hosted a group of 150 Aussies on a flyby across the country, with tickets aboard the seven-hour scenic flight said to have sold out within 10 minutes.
