Virgin America: All Aboard the Party Plane

To win over frequent fliers, Virgin America turns to high design, a nightclub feel, and preflight yoga
Photo illustration by TMA; Photos: Corbis(5); Getty Images(1)

On Aug. 8, Virgin America will turn the tarmac into another kind of runway when flight attendants show off their new “utility chic” uniforms, striding the aisles in either a leather jacket, striped-sleeve sweater, and woven pants for him, or a trench coat, pencil skirt, and silk scarf for her. All of it was created with retailer Banana Republic to help bolster Virgin’s image as a leader in high-altitude couture. “The idea is to have very functional, very accessible luxury for the masses,” says Jesse McMillin, Virgin’s in-house design director. “It’s pushing the boundaries of what any other airline would do.”

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