Flying comes with its own unwritten social norms that vary in how universally they are recognised. Lufthansa decided to turn some of these uncomfortable scenarios into a communications initiative called the "Travel Etiquette Collection", a capsule collection developed with agency Serviceplan.
The collection brings together seven pieces—hoodies, t-shirts, caps and accessories—stamped with messages inspired by codes of conduct on flights. Among the slogans are "Middle seat gets the armrest", "Recline responsibly" and "It's OK to clap when the plane lands", also available in negative version. According to the airline in its launch statement, "courtesy has become something you can wear".
The collection also addresses boarding and deplaning with phrases such as "Boarding by groups feels different" and "Live, love, deplane by rows", reminding passengers of the importance of respecting established order.
Although the collection is not for sale, Lufthansa gave away the pieces through social media. Participants could like the post on @Lufthansa's Instagram account, follow the account and indicate their size in the comments to enter the draw.
