Southwest Airlines has shared the first official photos of a new look uniform, which is currently in the works, and the airline plans to ditch casual polo shirts and polo shirts for flight attendants as it attempts to reinvent itself.
The new look was unveiled on the same day that Southwest announced a three-year transformation plan at its annual investor day, with the carrier hoping to make $100 million in savings by 2027 through cost efficiencies and cutbacks, as well as fleet efficiencies.
Southwest also fleshed out plans to end its open seating policy by mid-2026, with the first assigned seating flights expected to go on sale by the middle of next year.
The decision to axe Southwest’s iconic open seating policy will also pave the way for the airline to add premium extra-legroom seats, with around a third of all seats being sold for an additional fee.
As part of its push into the premium travel space, Southwest has also been working on a new uniform, and while the carrier had few details to share on Thursday, the first teaser photos of the new garments have now been shared publicly.
Southwest last changed its employee uniforms in mid-2017 as part of a wider rebrand, which saw the airline introduce “splashes of Bold Blue and pops of Signature Red” to its uniform collection.
At the time, Southwest gave flight attendants the option of wearing more traditional uniform items like dresses, shirts, and jackets, as well as more relaxed garments like cotton polo shirts and shorts.
The new look will, however, limit polo shirts and shorts to ‘underwing’ ground staff only, while flight attendants will have the option of wearing suits and dresses, as well as an open neck button-down shirt.
If Southwest’s current uniform was unveiled during a period of change for the airline, it seems fitting that Southwest unveils its newest look during a time of even bigger change.
This time around, it’s not just a rebrand that is on the cards but a wholesale change of Southwest’s business strategy. Despite all the changes, however, Southwest has at least reassured passengers that its ‘bags fly free’ promise is here to stay.
What about the CP?