The trend of turning everyday objects into collectible souvenirs seems to have become one of the latest frontiers in merchandising. Lufthansa has now joined the long list of partnerships and capsule collections, deciding to transform the little unwritten rules of air travel into clothing and accessories.
Thus was born the Travel Etiquette Collection, created by the German company in collaboration with the creative agency Serviceplan: a limited-edition capsule collection consisting of seven pieces, including sweatshirts, T-shirts, hats, and travel accessories. More than just simple merchandising items, the garments serve as a sort of tongue-in-cheek guide to airport etiquette, putting into words the behaviors and conventions that—though never formally codified—are now familiar to anyone who travels by plane. The stars of the collection are, in fact, the phrases embroidered on the garments—brief messages that capture in just a few words universal travel situations and habits, from the moment you board the plane until you land. Among the phrases that made me smile the most is definitely “Text your mom after landing”—a reminder as simple as it is universal—but above all “It’s OK to clap when the plane lands,” a clear reference to one of the most controversial traditions of air travel and, above all, to that (unfortunately) very Italian habit of clapping when the flight lands.
That’s precisely the charming twist of the collection: playing with stereotypes, little habits, and unspoken phrases that, deep down, remain recognizable to anyone who travels by plane. There’s also another element that makes this project interesting: the collection isn’t for sale. The pieces will, in fact, be distributed for free through Lufthansa’s social media channels and a selection of creators, making the capsule collection even more desirable.
At a time when brands are increasingly using merchandising as a tool to build communities, culture, and conversation, Lufthansa has therefore opted for a tactic that is as simple as it is effective: taking a shared space and transforming it into something passengers can recognize, wear, and, inevitably, share.
[📷 lufthansa.com]
