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New-look scarves and ties for SWISS flying personnel


The members of SWISS’s cabin and cockpit crew corps will be sporting new scarves and ties from 1 September onwards. The new accessories are the work of Caroline Flueler, a Swiss designer who is also responsible for several current SWISS comfort items (including cushions and blankets) and the seat covers on the SWISS long-haul fleet.

SWISS’s cabin and cockpit personnel are key ambassadors of the carrier’s image as The Airline of Switzerland, and carry the SWISS brand all over the world. So the actions to sharpen the SWISS band profile back in 2011 also included a decision to develop new scarves and ties for the company’s flying crew corps. The new designs are intended to provide a consistent visual appearance that both reflects the SWISS identity and forms a harmonious whole with the SWISS cabin interior.

“It’s a huge honour to work for such a high-profile company,” says Caroline Flueler, the designer of the new accessories, who can look back on several years of collaboration with Switzerland’s national airline. “But it’s been quite a challenge, too: these accessories will be noticed by every single passenger, and they must embody and convey both the elegance and the professionalism of the people who wear them.”

The new accessories had to comply with all the requirements of the SWISS corporate identity, and ensure that passengers immediately recognize SWISS in them. They also needed to be developed free of current fashion fads and incorporate a timeless classic look, as if they had always been around. Flueler found the inspiration for her new SWISS designs in various sources: landscapes, rivers and lakes, aircraft parts and more. She also drew strongly on the SWISS corporate colours, which are themselves closely aligned to Switzerland’s natural tones.


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