Sneakers, Tattoos, and Pronoun Pins: The Evolution of Flight Attendant Uniforms

For as long as commercial aviation has existed, flight attendants have challenged appearance policies. What once focused on miniskirts and hot pants has shifted to embrace tattoos, comfort, and gender-neutral attire. These changes in airline uniforms mirror broader cultural shifts, and a glance at the skies reveals this transformation happening once more. Recently—and even in the past month—airlines around the globe have been relaxing formerly rigid appearance guidelines to foster inclusivity.

The Initial Uniform Controversy

In the 1950s and ’60s, when the profession was largely female and the majority of passengers were male business travelers, airlines employed vibrant, fashionable uniforms as a marketing strategy. Flight attendants were often required to wear miniskirts, hot pants, and go-go boots, which were impractical for their duties. Their appearances were also heavily monitored. "Alongside airline mandates that they remain single, childless, and under 32 to 35 years old . . . stewardesses faced random and humiliating weight checks, girdle inspections, makeup evaluations, and more," Nell McShane Wulfhart, author of The Great Stewardess Rebellion (Doubleday; April 2022), shared with Dinogo in a prior interview.

As detailed in her book, flight attendants established the Stewardesses for Women’s Rights union in 1972 and began advocating against discrimination.

This marked the beginning of change. "Women flight attendants launched lawsuits against their employers," explains Dan Bubb, a professor and aviation history specialist at the University of Nevada Las Vegas. He notes that another issue was the disparity between the uniforms assigned to male and female flight attendants. Consequently, airlines eliminated height and weight limitations and adjusted uniforms to be more practical while still maintaining professionalism for all flight attendants. Nevertheless, the outfits often retained gender distinctions, with skirts and blazers for women and suits for men.

Tattoos Take the Spotlight

As of this month, Scandinavian Airlines (SAS) permits flight attendants and other customer-facing staff to display visible tattoos while in uniform. This airline joins a growing list of carriers, including Alaska, United, and Virgin Atlantic, that have embraced this policy change. In a July 1 social media update, SAS stated that these changes, which also include allowing sneakers, reflect their dedication to a modern, inclusive, and welcoming atmosphere.

Similar to the end of the hyper-sexualized uniforms of the 1960s, this change was prompted by claims of discrimination. In 2019, Air New Zealand became the first airline globally to permit visible tattoos, as long as they were not offensive. This decision followed pressure from cultural and rights advocates who argued that the previous tattoo restrictions discriminated against potential Māori employees by preventing them from showcasing sacred Tā moko markings, which might appear on their face or arms.

Likewise, in 2021, a labor arbitrator determined that it was discriminatory for Air Canada to prohibit uniformed employees from displaying tattoos that were not located on their face or neck and did not depict nudity, hatred, violence, drugs, alcohol, discrimination, or harassment.

“Air Canada acknowledges this ruling as it clarifies the situation. Social norms evolve, and consequently, corporate policies must adapt to reflect these changes. Therefore, we will be revising our policy accordingly and implementing this decision,” spokesperson Peter Fitzpatrick stated at the time.

Transformations in gender-specific makeup and clothing guidelines are underway

Similar modifications have been made to other appearance regulations. Over the past five years, airlines like Aer Lingus and Virgin Atlantic have declared that female flight attendants are no longer obliged to wear makeup. Additionally, in the last two years, British Airways and Qantas have permitted men to wear makeup if they choose. Other airlines have broadened their grooming standards to allow for multiple earrings per ear, a single stud nose piercing, greater hairstyle variety (including long hair for men, as long as it is tied back), and nail polish for all staff members.

Further reforms aim to eliminate gender-specific uniform policies. Norwegian Air and Japan Airlines have removed the requirement for female crew members to wear high heels. Additionally, airlines like KLM and SAS now allow staff to sport sneakers, which KLM stated would enhance comfort and promote employee well-being.

In 2022, Virgin Atlantic declared that all cabin crew, pilots, and ground staff could wear uniforms of their choosing, regardless of their gender, gender identity, or gender expression, according to a press release. This means flight attendants can select any items from the uniform range, even those that defy traditional gender norms in clothing.

In a recent Fortune article, Virgin Atlantic CEO Shai Weiss remarked, “We understand that some of our decisions may not sit well with everyone all the time, but that doesn't mean they are incorrect. Our approach ensures that everyone feels welcome, can be their best selves, and perform effectively at Virgin Atlantic. While some may view it as overly progressive, that's perfectly fine. Society will evolve.”

Alaska Airlines, which also permits staff to choose uniforms they feel comfortable in, introduced optional personal-pronoun pins for employees. This change followed a complaint filed by the American Civil Liberties Union on behalf of a nonbinary employee, challenging the airline's uniform policy for imposing rigid gender stereotypes.

“This marks a crucial step in our ongoing journey toward inclusivity, with more work to be done,” Alaska Airlines stated in a statement at the time. “We will keep reviewing our policies, programs, and practices to ensure we uphold our values and foster an environment where everyone feels they belong.”