05/28/2026
This flight attendant uniform changed everything. Braniff Airways had acquired a fleet of expensive jets in the mid-1960s, and needed to make a big move. It turned to Madison Avenue. Mary Wells, the woman behind the “I ♥ NY” campaign, proposed a colorfully bold departure from the traditional muted tones used by airlines. This was a complete brand overhaul for Braniff, designed to set it apart from the competition. Out were the olive drabs and the navy blues, in were dazzling patterns and brilliant hues.
Part of the brand refresh included new flight attendant uniforms. Designed by Emilio Pucci, this uniform was fashion-forward and inspired by space-age optimism. The approach worked, and Braniff’s rebrand not only helped the airline soar past the competition, but also sparked a new age of airline marketing as other companies scrambled to follow Braniff’s lead.
It also led to a victory for women in the workplace. Part of the Braniff campaign included the overtly suggestive “Air Strip,” a practice where the flight attendants were expected to remove layers of their clothing in stages throughout the flight. The flight attendants organized against this objectification of their bodies, which they felt was also a distraction from the primary purpose of a flight attendant – to ensure the safety of passengers aboard the plane. The National Organization for Women and Stewardesses for Women’s Rights led campaigns that ultimately won legal protections for women in workplaces across the United States.
This uniform is one of 13 on display at The Museum of Flight for our special exhibit Runway to Runway: Styles and Stories of Flight Attendant Fashions. Come see it in person! Details ➡ https://tmof.click/46xwARW
