Alaska Airlines
Uniform Reveal
Following its acquisition of Virgin America, Alaska Airlines seized a pivotal moment to introduce new uniforms for its customer-facing teams—pilots, flight attendants, ground and maintenance crews, and customer service agents. Partnering with Seattle designer Luly Yang, Alaska developed a new collection and teamed up with Touch to unveil the wear-test debut to employees, media, and the public.
The Touch team grounded our approach in extensive research and employee input, recognizing that the new uniforms—designed by Luly Yang in partnership with Alaska—needed to do more than meet the demands of diverse roles. They also marked a pivotal moment in the brand’s evolution. Form met function not only in the uniforms themselves, but in every aspect of the event design and production.
To highlight the craftsmanship—buttons, zippers, embroidery, and belts—we captured extreme close-up 4K footage that opened the event with a dramatic, detail-driven reveal on a 70” screen. The same visuals carried through as a dynamic backdrop, elevating the runway experience as employee models took the stage to the cheers of their peers.
Held at the Alaska Airlines maintenance hangar at SeaTac airport, the event opened with the 2018 Company Meeting, followed by the much-anticipated uniform reveal fashion show.
Touch worked with the facilities team to manage security logistics, load in/out, and rehearsals around active maintenance operations, ultimately producing an event that delivered a milestone brand moment.
Employees responded with excitement and the media with enthusiasm.
And Alaska Airlines customers continue to experience the brand’s hallmark service, now delivered with greater ease and style.
