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Virgin Atlantic launches lifestyle collection to amplify its premium customer experience

Known for its stylish design, Virgin Atlantic has launched its first-ever lifestyle collection, featuring a range of fashionable clothing and vegan leather travel essentials, designed to elevate every point of the customer journey.

Produced in collaboration with leading sustainable British designers Fenella Smith and Oliver Co, the collection has been inspired by the needs of Virgin Atlantic’s rich customer base. The airline regularly receives requests for travel essentials, which include passport covers and travel totes, and had led the airline to work with the famous British designers to make those requests a reality.

Premium items include the iconic 'Queen of the Skies' jumper, inspired by the ‘Fly Virgin Atlantic’ sweatshirt famously worn by Princess Diana in the 1980s. The jumper is available in two stunning colours, classic navy and cream and perfectly captures Virgin Atlantic's style in super soft cotton – perfect for every occasion on and off the runway.

The Virgin Atlantic lifestyle collection also features a jumper emblazoned with the airline’s LGBTQ+ icon Oscar, who features on the side of Virgin Atlantic’s ‘Rain Bow’ plane. The aircraft is part of Virgin Atlantic’s long standing support of the LGBTQ+ community, most recently updating its gender identity policy which gives its people the option to choose which of the iconic uniforms best represents them – no matter their gender, gender identity, or gender expression.

Virgin Atlantic's commitment to elevating its customers journeys both in the air and on the ground remains integral to the range, which also includes a contemporary and luxury canvas travel tote, flight bag, jumpers and t-shirts with the airline’s iconic flying icons, Runway ready pouch, High Flyer passport holders, Hello luggage tags, and Virgin Atlantic playing cards. Each are designed with Virgin Atlantic’s instantly recognisable red seamlessly woven throughout. Alongside these travel essentials, Virgin Atlantic’s pronoun badges will also be available to purchase for the first time since their inception last year as part of the airline’s updated uniform policy.

As Britain’s flag carrier, the collaboration with sustainable British designers Fenella Smith and Oliver Co. underlines Virgin Atlantic's dedication to promoting British design while spotlighting the airline’s environmental commitments. This lifestyle collection truly encapsulates the essence of Virgin Atlantic's brand and efforts to create thoughtful experience for its customers and people.

The items designed in collaboration with Oliver Co, including the passport holder, luggage tag, landing gear pouch and card holder, are made from tea-based plant leather which gives another British nod to this classic collection. The tea alternative uses less energy in production compared to other plant-based leathers that use fruit waste which requires an energy intensive drying process.

Shai Weiss, CEO at Virgin Atlantic, commented: "On our mission to be the most loved travel company, we’re committed to elevating our customer experience at every opportunity. Our passion for design is one of the things our customers love most, and this brand new travel range will enhance their journey, both on and off the runway.

“Collaborating with talented British designers Fenella Smith and Oliver Co, we've curated a collection of responsibly crafted pieces, each underpinned by our commitment to providing a premium experience, while making every customer touchpoint as sustainable as possible.”

British designer and founder, Fenella Smith, commented: “Virgin Atlantic's iconic brand and focus on seeing things differently align perfectly with my creative vision of celebrating colourful self-expression.

“My pieces for the collection place Virgin Atlantic's vibrant red at the forefront, creating stylish accessories that are perfect no matter what the occasion. Each has been crafted to not only capture the airline's elegance but to also serve as a canvas for self-expression.""

“Our pieces for Virgin Atlantic’s first-ever lifestyle collection are a celebration of the airline's iconic colours through design-led travel essentials made from the latest in material innovation. Together, we've created a collection that not only represents Virgin Atlantic's style but also reflects our shared dedication to minimising our environmental impact. It is a testament to the idea that products can and should be designed sustainably, without compromising on looks or functionality,” said Matthew Oliver, Founder and Creative Director of Oliver Co.

Virgin Atlantic lifestyle collection includes:

High Flier passport holder

Hello luggage tag

Big Spender card holder

Landing gear travel wallet

Canvas travel tote

Flight bag

Runway ready pouch

Billie Holiday jumper (available in blue and cream)

Billie Holiday t-shirt (available in blue and cream)

Queen of the Skies jumper (available in blue and cream)

Queen of the Skies t-shirt (available in blue and cream)

Rain Bow jumper (available in blue and cream)

Rain Bow t-shirt (available in blue and cream)

Virgin Atlantic playing cards

Virgin Atlantic pronoun badge card

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