The Croatian flag carrier Croatia Airlines has presented a new collection of cabin crew uniforms, symbolically completing one of the key chapters of its comprehensive visual identity redesign. The uniforms go beyond their basic functional role and become an important communication element of the brand, as well as a daily expression of the airline’s values, professional standards and national identity.
The new collection has been conceived as a capsule wardrobe system that meets the operational requirements of working in an aircraft cabin while clearly reflecting the airline’s renewed visual language. It is a long-term, sustainable clothing concept focused on durability, functionality and visual consistency. The uniforms were designed by Croatian fashion designer Martina Vrdoljak Ranilović, who sought to balance the almost romantic perception of the profession with a contemporary, functional approach adapted to the realities of today’s aviation environment.
Several distinctive new elements have been introduced. For the first time in the airline’s modern history, caps are being introduced for female cabin crew members, adding an extra layer of formality and elegance. Particular attention is drawn to the red shoes for female crew members, which clearly stand out from the previously standard black footwear and introduce a stronger colour accent.
At the same time, perhaps the most recognisable garment of Croatia Airlines – the scarf with red, white, gray and blue squares – remains part of the uniform, preserving continuity with the company’s visual heritage. A new recognisable element is also a pullover with light blue details, further linking the uniforms to the refreshed visual identity. A new coat for flight crew has also been introduced; unlike the previous single-breasted version, it returns to a classic double-breasted design, evoking a more traditional and elegant pilot silhouette.
Although Croatia Airlines’ flight crew has not traditionally been known for wearing distinctive pilot caps, the new uniforms and campaign suggest that they are once again becoming an integral part of the official look, further emphasising professionalism and formality.
The colour palette is directly derived from the renewed visual identity – dominant dark blue symbolises professionalism, reliability and authority, while other tones appear as subtle accents. The overall visual identity, including the new logo and updated aircraft livery, was designed by Ivana Ivanković, who emphasised that the same visual code is consistently applied to scarves and ties, ensuring coherence across all elements.
The uniform redesign is taking place alongside the largest investment cycle in the company’s history, which includes the arrival of 15 new aircraft from the Airbus A220 family and the gradual modernisation of the fleet.
The public procurement process for the new uniforms was carried out at the end of 2024. The contract was awarded to the only bidder, the craft business Naftalina, which offered €175,609.00 excluding VAT for the production of the new official attire based on the conceptual design.
The presentation of the new uniforms forms part of the broader In Your Direction communication platform, marking a new chapter in the airline’s development focused on fleet modernisation, a refreshed visual identity and the people who make up Croatia Airlines. The campaign highlights a strategic direction towards a reliable, modern and personal passenger experience. Its distinctive feature is authenticity: the campaign faces are not professional models but company employees – Danijela Jelić, Lana Novoselac, Ana Vrdoljak, Juraj Đurinović, Velibor Meandžija and Sven Rumora.
With new aircraft, a new logo, an updated livery and redesigned uniforms, the campaign clearly conveys that Croatia Airlines aims to be a modern, technically reliable and recognisable national brand that guides its passengers in the right direction, regardless of destination. As the national airline, it plays an important role in shaping the perception of Croatia worldwide, with technical precision, quality and safety remaining the core values of its identity – now further emphasised through its renewed visual expression.
