TEL AVIV — In a move that underscores its evolving brand identity and renewed focus on customer experience, El Al Israel Airlines (LY), the national carrier of Israel, has unveiled plans for a comprehensive redesign of its staff uniforms. The initiative, undertaken in partnership with leading Israeli fashion brand Renuar, will introduce new looks for more than 5,000 employees across the airline’s air and ground operations.
The collaboration marks a visible step in El Al’s broader transformation strategy. Over the past several years, the airline has invested heavily in modernizing its fleet, refreshing its cabins, and enhancing its digital and service offerings. Now, the carrier is turning its attention to what passengers see first: the people who represent its brand every day.
A Symbol of Modernization and National Pride
El Al’s decision to partner with Renuar follows a competitive review of local design firms. According to the airline, the new uniforms will emphasize “professionalism, modernity, comfort, and Israeli pride,” echoing the themes guiding its corporate renewal.
The design process is being shaped by employee feedback, with workshops and surveys planned to help determine fabric selection, fit, and functional needs. The airline hopes this collaborative approach will ensure that the new attire is both practical for daily operations and reflective of the airline’s national heritage.
“After many years in which our people have provided service wearing EL AL’s familiar uniforms, we are now embarking on an exciting process of refreshing the uniforms for both air and ground crews,” said Lee Ben Hamo, Head of Marketing Communications and Customer Experience at El Al. “We are proud of the collaboration with Renuar and believe the result will reflect the transformation EL AL has undergone in recent years and its Israeli identity, while maintaining uncompromising comfort and quality.”
Fashion Meets Function
For Renuar, the partnership with Israel’s flagship carrier carries both professional prestige and cultural significance. “For us at Renuar, it is a great honor to take part in designing the uniforms for Israel’s largest airline,” said Yifat Pasternak, Vice President of Marketing at Renuar. “The meeting between contemporary Israeli fashion and EL AL’s heritage and history is an exciting and natural connection. We will bring to the project the values that guide us—innovation, attention to detail, and a deep understanding of fashion along with the needs of EL AL’s service personnel who will wear these uniforms every day.”
Renuar’s design brief calls for attire that balances elegance with functionality. The collection will include role-specific designs for pilots, cabin crew, and ground staff, ensuring a consistent yet differentiated appearance across operational teams.
Beyond Aesthetic: A Strategic Signal
While a uniform redesign might seem purely cosmetic, in the airline industry it often serves as a powerful marker of change. The rollout of new apparel typically coincides with broader shifts in branding and service philosophy, signaling to customers—and competitors—that the company is evolving.
For El Al, the timing aligns with a global aviation trend emphasizing the holistic passenger experience. As carriers worldwide invest in next-generation aircraft and digital upgrades, many are also re-evaluating visible customer touchpoints such as uniforms, cabin design, and service rituals. El Al’s initiative positions it squarely within that movement, reaffirming its place as a modern, globally competitive airline with distinct Israeli character.
Implementation and Impact
Although the airline has not yet announced when the new uniforms will debut, design work is already underway. The development process will focus on comfort and adaptability for diverse conditions—from short-haul European routes to long intercontinental flights—while maintaining aesthetic unity.
Operationally, well-designed uniforms can deliver tangible benefits. Enhanced comfort supports crew performance during long duty hours, while clear visual cues help passengers identify staff roles more easily. Uniforms also play a psychological role, reinforcing team identity and brand consistency at every point of customer contact, from check-in counters to in-flight service.
A Step in a Larger Transformation
El Al’s uniform overhaul is part of a continuing effort to revitalize its brand amid intensifying competition in global aviation. The airline has introduced new routes, added modern Boeing aircraft, and refurbished cabins to appeal to both business and leisure travelers. The redesigned uniforms extend that transformation beyond the aircraft, bringing its renewed vision directly into the customer’s line of sight.
Ultimately, the initiative represents more than a wardrobe change. It’s a strategic statement about who El Al is today—and where it intends to go. As the airline modernizes its fleet, technology, and service standards, its people will now quite literally embody that change.
El Al’s refreshed look, once unveiled, will offer a tangible symbol of its ongoing reinvention—one that blends modern professionalism with a deep sense of Israeli heritage.
