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. <\/p>\n\n
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\u2014though never formally codified\u2014are now familiar to anyone who travels by plane. The stars of the collection are, in fact, the phrases embroidered on the garments\u2014brief 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 \u201cText your mom after landing\u201d\u2014a reminder as simple as it is universal\u2014but above all \u201cIt\u2019s OK to clap when the plane lands,\u201d 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. <\/p>\n\n