The airline revealed the update in uniform policy with a glitzy ad campaign starring Michelle Visage.
Virgin Atlantic has teamed up with award-winning creative comms agencies Tin Man and Lucky Generals on an integrated campaign launching an updated gender identity policy.
Starring Drag Race sensation Michelle Visage and a representative cast of talented individuals from the LGBTQ+ community, Virgin Atlantic colleagues and professional dancers, the campaign shines a light on one of the key policy changes – the removal of the requirement for colleagues to wear gendered uniform options. The updated policy means crew, pilots and ground teams will be able to choose which of the iconic uniforms, designed by Vivienne Westwood, best represents them – no matter their gender, gender identity, or gender expression.
Michelle Visage commented: “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. People feel empowered when they are wearing what that best represents them, and this gender identity policy allows people to embrace who they are and bring their full selves to work.”
Laura Brander, Vice President, Communications at Virgin Atlantic commented: “Earlier this year we launched a new brand and advertising campaign with the end line “See the world differently”, drawing on our heritage of challenging the status quo.
“This policy change further illustrates how we see the world differently, championing the diverse range of individuals who work and travel with us. We’re delighted to release this integrated campaign with purpose at its heart into the world.”
