Iberia is asking for bids from young Spanish fashion designers to create the next generation of company uniforms. At the Mercedes-Benz Fashion Week in Madrid the airline announced the terms of the design competition for the uniforms to be worn by the men and women making up Iberia’s cockpit and cabin crews and its airport ground staff. The decision completes the rebranding process that the company launched in 2013, with the aim of updating one of its key marks of identity, drawing on the creativity of a young Spanish fashion designer.
The project is intended to highlight Iberia’s recently updated corporate image, and also to show its support for emerging Spanish talent. The designer with the winning ideas will not only be awarded up to 100,000 euros, but will also obtain the recognition of the industry, and the use of Iberia’s route network as a show window to the world --the airline flies to destinations in 39 countries on four continents, and its uniformed personnel numbers more than 6,500 people.
The new uniforms, which are expected to make their debuts in 2018, will combine aesthetics and functionality, reflecting both the style of the winning designer and Iberia’s new brand image. The company says that it is looking for a design that is “elegant, bold, and enduring”, using the corporate colours, and ensuring comfort and freedom of movement, along with visual appeal.
Gemma Juncá, Iberia’s head for Brand & Marketing, has said that Iberia’s links to the world of fashion are present throughout its history. “Since its founding, Iberia has been an ambassador for Spain and Spanish talent, and fashion is a good exponent of both. We are happy to operate as a show window to display our designers’ quality and talent to the world, whilst strengthening our own brand image as an airline.”
Charo Izquierdo, the head of Mercedes-Benz Fashion Week, pointed out that, “It is to appreciate a company such as Iberia has bet on Spanish fashion since it was founded and that it is currently a standard of “Marca España. We are also honoured that Iberia has chosen the Mercedes-Benz Fashion Week to announce the competition for its new uniform”.
90 Years of History –and Fashion
Iberia’s history is closely linked to fashion and Spain’s greatest designers. Over the past 90 years Iberia’s eye-catching uniforms have not only projected the company’s image but have also showcased the talent of Spanish high fashion couturiers. Pedro Rodríguez designed Iberia’s uniforms in 1954, and was followed in the role by such greats as Manuel Pertegaz, Elio Berhanyer, Alfredo Caral, and Adolfo Domínguez, who created Iberia’s current uniforms in 2005. They all belong to fashion history, and also to Iberia’s history.
Competition Details
Iberia’s tender is for the design of uniforms to be worn by the women and men making up Iberia’s cockpit, cabin, and ground personnel. The garments consist of skirts, trousers, blouses/shirts, overskirts, knit waistcoats or cardigans, overcoats, serving jerkins, and neckties. The competition is open to emerging nationally and internationally recognised Spanish fashion houses which have presented at least three collections at official events. The selection committee will consist of Iberia’s management team and Charo Izquierdo, the director of Mercedes Benz Fashion Week Madrid.
