Lufthansa puts the unwritten rules of flying on merch
Lufthansa is turning some of flying’s most pressing social questions into a limited-edition fashion collection, putting armrest politics, seat reclining and the rush to stand after landing at the centre of its latest brand campaign.
Created with Serviceplan, the Travel Etiquette Collection takes the unwritten rules of air travel and translates them into concise copy and stripped-back designs across seven hoodies, T-shirts, caps and accessories.
Rather than prescribing how passengers should behave, the idea uses clothing as a conversation starter around the tiny negotiations that take place between strangers sharing a confined space.
It taps into familiar territory for travel brands. easyJet Holidays previously recruited Michael and Hilary Whitehall to tackle irritating tourist behaviour with its beach etiquette campaign, turning another set of unspoken holiday rules into entertainment.
Lufthansa’s collection will not be sold. Pieces can instead be won through the airline’s social channels and selected influencers including Ben Henkler, with the launch extending across TikTok, Instagram and Pinterest alongside airport OOH.
The execution gives Lufthansa a neat way into a universal piece of consumer behaviour: almost everyone who flies has an opinion on what the passenger beside them should, or should not, be doing.
