Virgin Atlantic has unveiled a new campaign ad highlighting the airline’s new gender identity policy that allows cabin crew, pilots, and ground team to choose any of the iconic, Vivienne Westwood-designed uniforms that best represent them – no matter their gender, gender identity, or gender expression.
This comes after earlier this year Virgin Atlantic became the first major global airline to allow staff to display tattoos.
As part of the new policy, the airline has also launched a new TVC that stars RuPaul’s Drag Race star Michelle Visage, LGBTQI+ activist Tanya Compas, burlesque star Tyreece Nye and transgender TV personality and model Talulah Eve.
The spot, called “Runway on a runway”, is the work of London agency Little Generals and was directed by Samuel Douek through CAMP productions. It’s part of Virgin’s ongoing “See the world differently” campaign.
“As the mother of a non-binary child, and as an ally to the LGBTQ+ community, these efforts by Virgin Atlantic to further inclusivity for its people are extremely important and personal to me,” said Visage, in a post on the company’s website.
“People feel empowered when they are wearing what best represents them, and this gender identity policy allows people to embrace who they are and bring their full selves to work.”
Jaime Forsstroem, cabin crew at Virgin Atlantic added: “The updated gender identity policy is so important to me. As a non-binary person, it allows me to be myself at work and have the choice in what uniform I wear.”
The campaign additionally includes a 30-second spot: