Scandinavian Airlines (SAS) is introducing a brand-new uniform collection for its 9,000 crew members, blending classic Nordic heritage with a modern, forward-thinking aesthetic. For almost eight decades, SAS uniforms have embodied the airline’s identity as a trusted Scandinavian carrier. With an evolving workforce and an increasingly diverse passenger base, the updated uniforms prioritize both style and functionality, reflecting innovation while paying tribute to the airline’s storied legacy. This transformation highlights SAS’s dedication to progress and a seamless travel experience.

Each year, SAS crew members interact with 30 million travelers, serving as the first touchpoint for those journeying to Scandinavia. For hundreds of thousands of international visitors, the airline’s crew provides an authentic first impression of Scandinavian design and culture.

“Updating the uniform policy was a significant step forward in refreshing who we are as an airline. These changes reflect a more modern expression while maintaining our commitment to professionalism, safety, and care,” says Pernille Ormholt Vang, Chief People Officer at SAS. 

SAS developed its refreshed uniform design through a collaborative effort involving multiple departments, ensuring a blend of modernity, practicality, inclusivity, and sustainability. Drawing from valuable insights across the organization, the new attire reflects the airline’s deep-rooted Scandinavian principles, seamlessly integrating style with functionality while embracing contemporary values.

“The uniform is more than just a recognizable feature — it’s a vital work tool for our colleagues and an expression of our strong heritage and identity,” says Kristine Mayer, SAS Design Director. “Uniform trends often reflect the era in which they are worn, serving as a core expression of an airline’s identity. As SAS has embarked on a new and exciting chapter, it’s only fitting that we update our look. I believe this uniform will become iconic, representing modern Scandinavia on the global stage, as we always have.” 

Notable Features of the New SAS Uniform

Classic Meets Contemporary: The updated design takes inspiration from SAS’s historic uniforms, once crafted by renowned designers like Christian Dior and Calvin Klein. By merging a sleek, modern aesthetic with high-quality materials and bold accents, the new look exudes both elegance and approachability.

Embracing Diversity and Self-Expression: Designed with inclusivity in mind, the uniform features gender-neutral pieces, optional sneakers for added comfort, and policies that welcome visible tattoos and piercings—allowing crew members to express their individuality.

Sustainability at the Core: Prioritizing environmental responsibility, SAS carefully selected durable materials to ensure longevity, while repurposing and upcycling certain existing pieces to reduce waste.

Designed for Practicality: Engineered for versatility, the uniform accommodates different roles, climates, and seasonal changes, ensuring a seamless balance between style and functionality for every team member.

“Everyone in our company is unique, and it’s important that we create a culture where colleagues feel confident expressing their identity,” says Pernille Ormholt Vang. “People are at the heart of everything we do, and by welcoming greater diversity of personal expression through initiatives like our gender-neutral uniform, we believe we become more relevant to the people and communities we serve.” 

The new uniform design aligns with SAS’s evolving appearance guidelines, which were updated last summer to allow for greater personal expression, including optional sneakers, visible tattoos, and piercings. These changes underscore the airline’s dedication to creating an inclusive work environment where individuality is valued and embraced.

The phased rollout of the updated uniform will begin in February 2025, with both the existing and new attire being worn during a gradual transition period spanning a full year.

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