Iberia chooses Teresa Helbig to design its new uniforms
Iberia culminates its rebranding process by focusing on the most visible part of the company (besides its fleet) : their crew.
The contest launched by the Spanish airline seeks reaffirm its commitment to Spanish fashion as well as renewing one of its main signs of identity, the uniform of its female and male flight and ground personnel.
The designer who wins the award will join the group of renowned creators who are already part of Iberia's history, such as Adolfo Domínguez, Manuel Pertegaz, Elio Berhanyer, Pedro Rodríguez and Alfredo Carral.
In addition to the economic sum - nothing less than €100,000 –, the winner will get an international showcase that is not comparable to that of any boutique: 88 airports in 39 countries on 4 continents. And in that huge showcase, 6,500 mannequins, the workers who will show them off by land and air.
The uniforms designed by Elio Berhanyer in 1972
The requirements for the new uniform, which will be presented throughout 2018, are: design, functionality and that in it merge perfectly the identifying signs of the company with a new fresh and renewed image.
“Since its origin, Iberia has been an ambassador for the Spanish brand and talent, and fashion is a good example of both. We want to continue being the best showcase to project the quality and talent of our designers to the world. , while reinforcing our signs of identity as an airline”, he remarks Gemma Juncá, Senior Manager of Marketing & Brand of Iberia.
Uniforms designed by Pedro Rodríguez between 1954 and 1968)
The launch of the contest was announced within the framework of the last edition of Mercedes-Benz Fashion Week Madrid (MBFWM).
The director, Charo Left, stressed: “It is very much appreciated that a large company like Iberia has been committed to Spanish fashion since its inception and is currently a flagship of the Spain Brand. In the same way, we are very proud that they have chosen the setting of the Mercedes-Benz Fashion Week Madrid catwalk to present this new call for the contest”.
During his 90 years of history, Iberia has maintained a close relationship with the world of fashion, being Pedro Rodriguez the first designer who worked for the company in 1954.
THE CONTEST
The details of the contest to become the next designer to dress Iberia flight and ground staff are as follows:
First of all, the uniform , which must consist of: skirt and pants, shirt, over skirt, knitted vest or cardigan, coat, service vest and tie.
In addition, the candidate for the award must be a Spanish designer who has presented at least three collections in the official calendar.
The selection committee It will be made up of the management team of Iberia and Charo Izquierdo, Director of MBFWM.
Theresa Helbig
*Update:
Theresa Helbig has been the designer chosen to create the new Iberia uniforms, betting on a sober and functional proposal
Thus, the Catalan creator becomes the first woman in designing clothing more than 6,500 airline employees, with a style that gets a Natural balance between the signs of identity of the firm and the new image of Iberia.
“Iberia is a challenge for us and in which we are preceded by designers whom we admire. We have created our proposal from emotion, because flying and designing are very similar: both are about materializing dreams", said Teresa Helbig, winner of the contest, in the presentation of her proposal.
Sketches of the new uniforms designed by Teresa Helbig
The Navy blue dominates the color palette of the garments, which also includes red and yellow – the company's colors – as well as some raw details.
Retro nods, folk influences and flowing lines They complete a clothing that flees from the rigid and eliminates differences between the male and female staff.
The new uniforms will begin to be incorporated into the company from January 2019.
_"_We are not thinking of uniforms, but of garments that, in addition to being comfortable and functional, are flattering and maintain their style and elegance over the years and, above all, that the professionals who wear our uniforms feel themselves and proud to represent Iberia in all parts of the planet”, pointed out the Catalan designer.
!! Congratulations!!
Teresa Helbig starts from classic sewing and tailoring to create light, neat and modern designs
*This article was published on February 5, 2018 and updated on July 11, 2018.