This uniform redesign was first floated months ago, right in the heart of one of Qantas’s most significant reputation crises.

Now, barely three weeks after the airline was ordered to pay a staggering $90 million industrial relations payout, we’re seeing this soft PR push resurface.

This seems to be a disconnect from brand polish and core business.

Here’s the challenge facing Qantas: while they’re announcing designer uniforms, everyday consumers are asking fundamental value questions about service delivery. Will my flight be on time? Why do airfares keep climbing? When will the core service issues be resolved? Will be bags be at the same destination I am? Is there any value in a points program?

Surely, they could have dug up some of the 1970s uniforms…

This comes in the same week research showed household savings rates falling as people prioritise family holidays over savings, with household spending, especially on hospitality and travel being a key driver of growth. In a cost-of-living crisis, families are still choosing travel, but they want to see genuine value for their money.

When customers are questioning your ability to deliver on your primary value proposition – safe, reliable, affordable air travel – announcing........

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