Friday 26 April 2013

Maid Uniforms for Shanghai-Based Spring Airlines' Flight Attendants

Posted by Unknown Posted on 10:51 with No comments
I was writing about how the Jetstar flight attendants' self-presentation set off monotonous vibes and here we have a Shanghai-based airline, Spring Airlines which is attempting to dress their flight attendants in butler and maid uniforms.

It's a great marketing strategy since this serves as a point of attraction, promoting the airline (proven since I had no idea this airline existed previously!). Certainly, some men might enjoy the sight of flight attendants in these uniforms but let us delve into the consequences of this decision.

1. It may prove a backlash on the existing stereotype which glorifies the career as a flight attendant being glamourous and all-beautiful. Now that this is introduced, would this be inferred as demeaning? Would they then be considered as 'maids', really, in plane?

2. Would this serve as an appeal to the younger generation who are more likely to favour Cosplay (which involves costume dress-up)? This could break the barrier of the perceived no-nonsense atmosphere in the cabin which can be mundane at times. It suddenly transforms into a Disneyland, put it that way.

3. You would find costumes like these in the adult shops too. Would this hence sexualise the flight attendant presentation? Well, I suppose it has been for a long time, anyway, so why complain?

4. We have doormen and butlers in lavish hotels. How does this differ from that of in the plane?

(I do not own the rights to this picture)

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