Qantas Airways has chosen fashion designer Rebecca Vallance to create its next generation of staff uniforms, marking the airline’s first major wardrobe overhaul in more than a decade. The new look is set to roll out in 2027 as part of the flag carrier’s broader transformation agenda.
The announcement underscores Qantas’ push to refresh its brand identity at a time of significant fleet expansion and long-haul ambitions. It follows the airline’s high-profile aircraft renewal program, which includes the addition of 20 Airbus A321XLR aircraft and preparations for Project Sunrise, the initiative to operate nonstop ultra-long-haul flights from Australia to destinations such as New York and London.
New Look After a Decade
The uniforms will replace the collection designed by Martin Grant in 2014, a style that has become synonymous with Qantas’ image over the past 11 years. With the airline emerging from pandemic-era disruptions and sharpening its international focus, executives say now is the time to modernize the look of its front-line staff.
The redesign process began earlier this year with a survey of more than 17,500 employees across roles including pilots, cabin crew, engineers, and ground staff. The canvassing effort sought detailed feedback on durability, comfort, and practicality, ensuring the new designs will serve the daily needs of Qantas’ workforce.
“By directly engaging our people in this process, we’re making sure the next uniforms will be something staff are both comfortable in and proud to wear,” the airline said in a statement. Vallance will integrate that feedback as she begins designing.
A Symbol of Global Identity
Qantas Group CEO Vanessa Hudson emphasized the symbolic weight of the redesign, noting that uniforms are as much a representation of the airline as its aircraft.
“Our uniform embodies the Qantas spirit worldwide,” Hudson said. “We’re thrilled to partner with Rebecca Vallance to craft a fresh look that reflects where Qantas is headed. This redesign is a team effort, and we want our people to feel proud wearing it.”
The decision comes as the carrier leans into its identity as a global brand with uniquely Australian roots. Uniforms, visible across airports and aircraft around the world, are seen internally as critical to reinforcing that identity.
A Career Milestone for Vallance
For Vallance, a Melbourne-born designer whose eponymous label has become a staple of red carpets and runways, the commission represents one of the most high-profile projects of her career.
“Designing Qantas’ new uniform is a tremendous honor for me and my brand,” Vallance said. “My vision is to create something iconic yet practical, celebrating the people who make Qantas a cherished part of Australia’s story.”
Vallance said she aims to balance contemporary sophistication with a nod to Qantas’ long design heritage, ensuring the uniforms resonate not only with staff but also with the millions of passengers who interact with the airline each year.
Building on a Legacy
Qantas has a long history of collaborating with renowned designers for its staff uniforms, a tradition that reflects the importance of visual identity in aviation. Past uniforms have been created by fashion houses and designers including Yves Saint Laurent, Emilio Pucci, Peter Morrissey, and George Gross and Harry Who. Each has reflected both the cultural moment of its debut and the airline’s aspirations at the time.
By turning to Vallance, Qantas continues that tradition while signaling a generational shift. The upcoming designs will carry the responsibility of projecting Qantas’ brand during an era of fleet renewal, network expansion, and heightened competition in the international market.
Looking Ahead to 2027
The unveiling of the new uniforms will coincide with the arrival of new aircraft types and the anticipated start of Project Sunrise flights, offering Qantas an opportunity to showcase a fresh identity across its network. For employees, the promise of modern, functional attire developed with their input reflects a broader effort by management to foster engagement during a period of change.
The airline has not yet revealed specific design concepts, but the three-year lead time will allow for extensive testing, adjustments, and manufacturing. With staff feedback as a foundation and Vallance’s fashion credibility at the helm, Qantas aims to strike a balance between elegance and utility.
As the airline prepares for its next chapter, the redesigned uniforms stand as a visible signal of renewal. They will carry forward a legacy of style while adapting to the needs of today’s aviation workforce—an approach Qantas hopes will reinforce both employee pride and passenger recognition of the brand worldwide.
