Lufthansa turns unwritten flight rules into cheeky merch

Air travel etiquette has become the unlikely creative territory for Lufthansa, which has teamed up with creative agency Serviceplan to turn passengers’ unspoken cabin rules into a limited-edition fashion collection.

Dubbed the “Travel etiquette collection”, the seven-piece capsule uses apparel and accessories to spotlight some of the more relatable frustrations and unwritten rules of flying.

The collection features T-shirts, hoodies, caps and travel accessories, each carrying a tongue-in-cheek message inspired by familiar cabin habits.

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Among the designs is a white pullover featuring “Middle seat gets the armrests” embroidered along the sleeve, while a tote bag carries the reminder to “Text your mom after landing”. A T-shirt takes on the contentious issue of seat reclining with “Recline responsibly”, while another design tackles the divisive tradition of applauding when the aircraft touches down.

Rather than making the collection available through conventional retail channels, Lufthansa is building exclusivity into the activation. The pieces are not available through Lufthansa’s retail stores, online shop or airport duty-free outlets.

Instead, the airline is distributing the collection through its social channels and selected international style influencers, with consumers able to take part in digital activations across TikTok, Instagram and Pinterest for a chance to receive the merchandise.

The approach gives Lufthansa a way to turn a familiar part of the travel experience into a social-first brand activation, using humour and cultural observation to drive conversation beyond its traditional advertising and sales campaigns.

The campaign builds on a longstanding relationship between Lufthansa and Serviceplan. Earlier this year, the pair marked Lufthansa’s 100th anniversary by revisiting iconic moments from the airline’s advertising history, drawing on its archive of historical illustrations, period fashion and aircraft while introducing new illustrations that reinterpreted travel through a contemporary lens.

The latest collection also places Lufthansa among a growing number of airlines using fashion and merchandise to extend their brands beyond the aircraft.

In 2019, KLM Royal Dutch Airlines introduced limited-edition “Jet Legs” tracksuit trousers after research found that comfort was a key priority for passengers when travelling. The airline turned the traditionally casual travel staple into a fashion statement, tapping into changing attitudes around what passengers wear on board.

Singapore Airlines took a different approach in 2022, partnering with local fashion group CHARLES & KEITH on a limited-edition collection of bags and small leather goods made using materials recovered from retired aircrafts. While the executions differ, each uses a recognisable element of the travel experience as a way to create a tangible brand touchpoint.

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