Business celebrity and supermodel Elle Macpherson has modeled lingerie, swimsuits and haute couture, but she can now add airline uniforms to her long resume.
Now based in London to run her company, Elle Macpherson Intimates, the model flew home to Sydney to take part in a fashion show to debut Virgin Blue’s new uniforms for cabin crews and ground attendants. Dressed as a sexy pilot, Elle Macpherson strutted the catwalk with 60 Virgin Blue employees, all decked out in their sleek, new red, black and white uniforms.
Macpherson, known the world over as “The Body,” chose to take part in the Virgin Blue fashion show because of her friendship and admiration for Sir Richard Branson, the owner of Virgin Blue. She told AAP, “I’m here doing a favour for Richard because I think he's very inspiring as an entrepreneur. The work that he’s doing in supporting Australian fashion and Australian travel is very important - he could have chosen a British designer.”
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This is a great lesson in brand positioning. Richard Branson’s airline is redefining style in the sky, with the new outfits being designed exclusively by by Australian designer Juli Grbac.
In addition to delivering excellent customer service, Virgin Blue wants its employees to be sleek and sophisticated. It’s also part of a new rollout of new business class product and new airport lounges to lure more business travelers to Virgin Blue. Virgin Blue will also unveil more initiatives over the next year, including a new marketing campaign and an updated Velocity frequent flyer program.