TEL AVIV— National carrier of Israel, El Al Israel Airlines (LY), has announced a major refresh of its cabin crew and ground staff uniforms in partnership with Israeli fashion brand Renuar.
The new collaboration signals a strategic renewal of EL AL’s brand image, with the carrier emphasising professionalism, modernity, comfort, and Israeli pride as design drivers. Recently, EL AL has invested in its fleet and customer experience; the uniform redesign represents a tangible extension of that transformation.
El Al uniform redesign
El Al selected Renuar after a competitive review of local fashion firms. Renuar’s design brief aims to deliver attire that meets operational demands while conveying elegance and national character.
Frontline staff will be consulted through workshops and surveys to inform fabric choice, fit, and functionality.
According to Lee Ben Hamo, Head of Marketing Communications and Customer Experience at EL AL:
After many years in which our people have provided service wearing EL AL’s familiar uniforms, we are now embarking on an exciting process of refreshing the uniforms for both air and ground crews. We are proud of the collaboration with Renuar and believe the result will reflect the transformation EL AL has undergone in recent years and its Israeli identity, while maintaining uncompromising comfort and quality.”
Lee Ben Hamo, Head of Marketing Communications and Customer Experience at EL AL
While Yifat Pasternak, VP of Marketing at Renuar, added
For us at Renuar, it is a great honor to take part in designing the uniforms for Israel’s largest airline. The meeting between contemporary Israeli fashion and EL AL’s heritage and history is an exciting and natural connection. We will bring to the project the values that guide us—innovation, attention to detail, and a deep understanding of fashion along with the needs of EL AL’s service personnel who will wear these uniforms every day.”
Yifat Pasternak, VP of Marketing at Renuar
EL AL’s Brand Renewal
EL AL has in recent years added new‑generation aircraft and refurbished cabins, signalling its intent to compete more assertively on international routes.
The uniform overhaul comes at a moment when airlines are paying increased attention to the holistic customer experience—beyond fleet and technology. By introducing a new uniform collection, EL AL is reinforcing the message that every customer touch‑point matters.
While many airlines focus on digital upgrades and cabin‑interior improvements, uniform refreshes often serve as visible, symbolic markers of change. For EL AL, the timing is notable: the carrier is leveraging its unique national flagship status and reinforcing identity in a competitive aviation market.
Implementation Timeline and Operational Impact
Although EL AL has yet to announce a firm roll‑out date, the airline confirms the design phase is underway and includes role‑specific uniforms for flight attendants, pilots, and ground staff.
The survey and workshop approach suggests the rollout will prioritize wearability and context (long‑haul, short‑haul, varied climates) alongside aesthetics.
Operationally, new uniforms can yield practical benefits: better fit and comfort for long duty hours, clearer role distinction, and enhanced brand consistency. From a branding standpoint, these uniforms will be front‑line assets, shaping passenger perceptions at airports, boarding gates, and during in‑flight service.
Bottom Line
EL AL’s decision to partner with Renuar on a full uniform redesign reflects a broader push to overhaul every facet of its service identity.
In the competitive aviation environment, visible symbols such as crew apparel play a vital role in expressing brand renewal and customer‑experience intent.
As EL AL introduces new aircraft, routes, and service standards, this uniform refresh ensures that its frontline staff visually match that ambition.
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