British Airways includes hijab in first uniform revamp in 20 years

British Airways has a new look for its uniform, making it the first change in the airline’s uniform in nearly 20 years. What makes the revamped uniform inclusive is the tunic and hijab option that was designed for the global carrier’s employees.

Created by British-Ghanaian fashion designer, Ozwald Boateng, the final collection was a product of a five year long project that was further delayed due to the pandemic. The uniforms will be doled out this year, and every one of the 30,000 frontline staff will be wearing the revamped uniform.

The inclusivity of the airline’s new uniform was praised by CEO of Bridging Cultures Group, which is a socially conscious organisation committed to addressing and dismantling stereotypes. CEO Debbie Almontaser thanked British Airways for its “bold move under the flagship of diversity, equity and inclusion.” She went on to add her opinion that companies’ ignorance towards two billion Muslim globally deters them from profiting from the demographic as it can be “lucrative” for them, if they considered their needs.

British Airways’ CEO, Sean Doyle said that the airline’s uniform is a representation of their brand, representing the best of modern Britain. “We wanted to create a uniform collection that our people are proud to wear and with the help of over 1,500 colleagues, we are confident that we have delivered on this,” he added.

 “One of my main objectives was to create something that spoke to, and for, the airline’s colleagues. Something that inspired and empowered them, encouraged them to conduct their roles with pride and most importantly to ensure that they felt seen and heard,” said Boateng.

Additionally, sustainability is said to have been the front and centre of the uniform design process, as more than 90% of the garments are produced using sustainable fabric from blends of recycled polyester, and when they switch over to their new uniforms, they get to donate their old ones to charity or recycle them.  

Brands have been making more active and intentional attempts at being inclusive because the social sentiment of today's generation stands with inclusivity in action, making it lucrative for brands to be inclusive.

With consumer needs and sentiments constantly evolving, there is no one-size-fits-all approach to designing for inclusivity, and neither is there an absolute benchmark for success in the space. Equally, organisations must remember that brands today are subject to greater scrutiny and held to high standards of accountability: efforts to “woke-wash” (that is, to tap into social issues without genuine conviction or actual impact) will most likely backfire.

For instance, in December last year, MAC partnered with diversity and inclusivity consultant Joseph Harwood (he, she, they) on a limited-edition lipstick - accessible to all gender identities. Another example is of M&M introducing a new character and candy named Purple for the first time in a decade, representing acceptance and inclusivity. With more brands taking on an inclusive stance, more minority communities are given a chance to be represented.

(Photo courtesy: Twitter user, Debbie Almontaser)

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