{"id":76529,"date":"2026-08-21T12:34:43","date_gmt":"2026-08-21T12:34:43","guid":{"rendered":"https:\/\/www.europesays.com\/germany\/76529\/"},"modified":"2026-08-21T12:34:43","modified_gmt":"2026-08-21T12:34:43","slug":"lufthansa-shoots-for-cult-status-with-pared-back-travel-etiquette-collection","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/germany\/76529\/","title":{"rendered":"Lufthansa shoots for cult status with pared-back &#8216;Travel Etiquette Collection&#8217;"},"content":{"rendered":"<p>\t\t\t\t\t\t\tWith no logos and a wry bit of relatable humour, Lufthansa&#8217;s latest work is an unexpectedly hip ode to the travel experience.\t\t\t\t\t\t\t<\/p>\n<p dir=\"ltr\">Created by Serviceplan, &#8216;Travel Etiquette Collection&#8217; transforms the unwritten rules of air travel into a limited-edition fashion line, turning social media reel-like observations into wearable statements.<\/p>\n<p>&#13;<\/p>\n<p dir=\"ltr\">The clothing\u2019s captions include references to popular debates about armrests, seat reclining and standing up too early after landing. The collection consists of hoodies, T-shirts, caps and accessories featuring pared-back typography and conversational prompts. <\/p>\n<p>&#13;<\/p>\n<p dir=\"ltr\">The age-old armrest debate obviously features, as does the acceptability of clapping when the plane lands (remain stoic, is our advice).<\/p>\n<p>&#13;<\/p>\n<p dir=\"ltr\">Lufthansa doesn&#8217;t attempt to answer these questions. Instead, it uses them as social currency.<a href=\"https:\/\/www.linkedin.com\/posts\/serviceplan-group_serviceplan-wecreate-activity-7491026626370224128-3g7N\" rel=\"nofollow noopener\" target=\"_blank\"> <\/a>But what really makes the clothing pop is its restraint. The collection feels refreshingly lo-fi, and its aesthetic comes off as \u2018quickly thrown together\u2019 in a knowing kind of way.<\/p>\n<p>&#13;<\/p>\n<p dir=\"ltr\">The pieces are largely logo-free, relying on \u2018IYKYK\u2019 (If you know you know) signalling rather than overt branding. <\/p>\n<p>&#13;<\/p>\n<p dir=\"ltr\">Frequent flyers will understand the references, but newbies will admire the minimalist stylings, we reckon.<\/p>\n<p>\t\t\t\t\t\t\tComparison\t\t\t\t\t\t\t<\/p>\n<p>Thematically, there are similarities to easyJet Holidays&#8217; holiday etiquette work featuring Michael and Hilary Whitehall, which transformed <a href=\"https:\/\/www.famouscampaigns.com\/2024\/06\/easyjet-holidays-employ-beach-rangers-to-crack-down-on-nuisances\/\" target=\"_blank\" rel=\"nofollow noopener\">unspoken beach rules into entertainment<\/a>. But Lufthansa&#8217;s approach feels more \u2018Gen-Z\u2019, and avoids finger-pointing.<\/p>\n<p>&#13;<\/p>\n<p dir=\"ltr\">There&#8217;s also an interesting parallel with tourism campaigns that celebrate shared rituals rather than destinations. Lufthansa, similarly, isn&#8217;t selling a city or a route but rather the questionable norms of flying in general.<\/p>\n<p>&#13;<\/p>\n<p dir=\"ltr\">Lufthansa\u2019s campaign is a winner then, carving a genuinely untapped niche in its sector because it understands that people are often what makes flying memorable.<\/p>\n<p>\t\t\t\t\t\t\tCredits\t\t\t\t\t\t\t<\/p>\n<p>Brand: Lufthansa<br \/>Agency: Serviceplan<br \/>Chief creative officers: Alex Schill, Till Diestel<br \/>Photography: Murat Aslan<br \/>Styling: Anna Jax<\/p>\n","protected":false},"excerpt":{"rendered":"With no logos and a wry bit of relatable humour, Lufthansa&#8217;s latest work is an unexpectedly hip ode&hellip;\n","protected":false},"author":2,"featured_media":76530,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21169],"tags":[1028,24526,8096,31083,23319,31082,29907,31077,1384,31085,31086,1610,31080,1978,1678,2808,1026,31081,31078,31079,31084,26731,4492,23210,43,4795],"class_list":["post-76529","post","type-post","status-publish","format-standard","has-post-thumbnail","category-lufthansa","tag-advertising","tag-b2b","tag-banking","tag-broadcast","tag-campaigns","tag-contributors","tag-creative","tag-creative-moments","tag-education","tag-experimental","tag-food-and-beverage","tag-healthcare","tag-industry-creative-reviews","tag-law","tag-lufthansa","tag-online-magazine","tag-pr","tag-pr-industry-review","tag-pr-moment","tag-pr-reviews","tag-print-marketing","tag-sectors","tag-social","tag-tech","tag-technology","tag-video"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/76529","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/comments?post=76529"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/76529\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media\/76530"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media?parent=76529"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/categories?post=76529"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/tags?post=76529"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}