Virgin Voyages has revealed the new uniforms to be worn by the crew of Scarlet Lady, designed by British fashion designer Gareth Pugh.
The uniform collection pairs Pugh’s high-fashion modernist approach with Virgin Voyages’ design ethos of ‘the Modern Romance of Sailing’, as well as a nod to early British punk aesthetics. The collection was developed over a period of two years in consultation with Sir Richard Branson and revealed at a special event during London Fashion Week.
The collection gives most of the crew a range of looks to choose from for both day and night, and also breaks with cruise traditions by having no epaulettes stripes for officers, ties or waistcoats.
Pugh also referenced the iconic red high heels worn by Virgin Atlantic flight attendants, by pairing some of the crew uniform designs with the Mulberry red sneakers made by San Francisco-based PLAE. The shoes were custom-designed for comfort and versatility – specifically to allow the crew to be on their feet both day and night.
As part of Virgin Voyages’ commitment to sustainability, PLAE’s shoes feature eco-friendly lining sourced from coffee grounds through sustainable technology and are manufactured in PLAE’s fair-labour factory using water-based glue and renewable materials wherever possible.
“For this project, we were really allowed to push the boundaries and to redefine the idea of what constitutes a uniform,” said Pugh. “We ultimately wanted to make everything about it modern, luxurious and desirable – to allow the entire crew to look and feel like a million dollars, in keeping with the rest of the experience.”
“People are at the heart of all of our Virgin companies and when our people feel their best, they help make guest experiences the best they can be,” said Sir Richard Branson, founder of the Virgin Group. “We want Virgin Voyages’ crew to be the happiest at sea and making sure that they feel comfortable, confident and stylish is a big part of that experience. Gareth Pugh and the Virgin Voyages’ team have worked hand-in-hand to bring to life what will soon be the most eye-catching uniforms on the high seas.”
In preparation for the launch of Scarlet Lady next spring, Virgin Voyages partnered with staff at sister brands in the Virgin family in diverse roles around the globe to test the uniforms and ensure that the final designs would support a variety of job functions, climates and body types.