Southwest Airlines has released the first official photos of its upcoming uniform, marking a significant shift in its style. The airline plans to move away from casual polo shirts and shorts for flight attendants as part of a broader effort to reinvent its image.
The uniform reveal coincided with the announcement of Southwest’s three-year transformation plan, unveiled at its annual investor day. The airline aims to save $100 million by 2027 through cost-cutting measures, operational efficiencies, and fleet optimization.
In a major change, Southwest is also set to end its iconic open seating policy. This move will allow the introduction of premium, extra-legroom seats, with about one-third of seats available for an additional fee. The first flights with assigned seating are expected to go on sale by mid-2025, with the policy fully implemented by mid-2026.
As part of its shift into premium travel, Southwest has been working on a new uniform. While details were limited, the airline shared teaser photos of the updated designs. The last major uniform change occurred in mid-2017, during a rebranding effort that introduced “Bold Blue” and “Signature Red” into the collection. Back then, flight attendants could choose between traditional items like dresses, shirts, and jackets, or more casual options like polo shirts and shorts.
This time, polo shirts and shorts will be restricted to ground staff, while flight attendants will be able to wear suits, dresses, and open-neck button-down shirts.
The unveiling of the new uniform aligns with a time of even greater transformation for Southwest, as the airline shifts its business strategy. Despite the changes, Southwest reassured customers that its “bags fly free” policy will remain intact.
