Singapore Girl - Uniquely Special!
It all started in 1972 as an advertising angle on the female cabin crew of the newly-formed Singapore Airlines.
Ad. agency guru Ian Batey decided to focus on the unique charms and ethereal ways of Singapore Airlines' female crew for the initial advertising campaign --- and the Singapore Girl was born.
The image was well supported by Pierre Balmain designed sarong kebaya figure-hugging uniforms for the girls. All of them had height, weight and grooming standards to meet before being accepted - and kept on - by the airline.
So successful has the Singapore Girl campaign been that Singapore Airlines cabin crew have been voted ‘Worlds best cabin crew service' in Business Traveller magazine's Asia-Pacific Awards for 17 consecutive years.
The light, moody, music that accompanies Singapore Girl television advertisements ends with the message ‘A great way to fly'... and the airline - and its crew - work hard to maintain the claim.
So well-known around the world has the Singapore Girl become that she even landed in Madame Tussaud's waxworks in London in 1994 - and shows no signs of departing.
While the uniform of Singapore Airlines female crew has changed little over the years --- incorporating four background colours to indicate rank --- the coming of the giant double-decker A380 (the airline has ordered 19) aircraft brings with it a new uniform for male crew. The men though keep their places a step or two behind their female companions, as far as advertising is concerned.
The iconic Singapore Girl is claimed to be ‘caring - warm - gentle - elegant and serene'.
Long may she continue to be ‘all of the above'. So fasten your seatbelts - prepare to be pampered...it really is a great way to fly.