Pursuits
Virgin America: All Aboard the Party Plane
To win over frequent fliers, Virgin America turns to high design, a nightclub feel, and preflight yoga
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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.”