Konark inspires Ritu Beri to design Air India uniforms

New Delhi: The grandeur of the majestic Konark Sun Temple in Orissa is set to be reflected in the new uniforms of Air India, with both cabin crew and ground staff, readying to don designer Ritu Beri's fashionable creations.
"There is an endless wealth of decoration from minute patterns to boldly modelled free standing sculptures in the Sun Temple, which marks the foundation for the uniforms including saris and ties for men," says Beri who has been awarded the task to design the new uniforms.
"The wheels and arches of the temple are reflected in the print created. The saris depict the sun with rays going in all directions, inspired by the wheels of the Sun god's chariot," Beri told PTI in an interview.
The concept behind the new design was to "give brand Air India a complete makeover and to create a global identity," says the fashion designer.
Beri says she tried to mix and match strong colours to give the dresses a 'mystic' feel. The strong combination of black and white is not often preferred by Indian designers but she said she decided to give it a try as a black-white combination is more contemporary.
The designs with a colour palette of red, orange, black and white are complete and the uniforms are set to be launched soon.
The aim of the entire project was to provide a look to Air India, which is globally accepted and which also reflects the glory of India projected to the world, she adds.
The designer says it has been a privilege for her to design these uniforms for the country's national airline.
Beri feels that through her newly-designed uniforms, the entire staff could be projected as brand ambassadors of the airline.
02/04/09 PTI/The Hindu

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Categories: NACIL Apr 2009