Posted on: 11 September 2019 by Kimberley Young
FORMIA is extending its collaboration with Aeromexico with the launch of two new amenity kits for the airlines’ business class cabin in autumn 2019.
Revealed at the APEX EXPO in Los Angeles, FORMIA has partnered with luxury fashion house, Etro, to design two bags – a cosmetics bag and a slim pouch for Aeromexico’s Clase Premier. This marks the first time the Etro brand will be available on board an airline in the Americas.
The bags are made of a coloured material inspired by the brand’s gentlemen’s suits and the inside is finished with Etro’s signature Paisley pattern fabric.
The kits feature a selection of Etro cosmetics and a large Etro branded eyemask in the paisley pattern, aiming to provide better protection from sources of bright lights, and therefore better comfort. Aeromexico representatives said they hope the stylish eye shades will be popular with passengers and could be used at home. The airline is also introducing slippers instead of socks, to provide an experience reminiscent of a five star hotel.
In a unique addition, the kits also include a Field Notes notebook, a first onboard for the Chicago-based brand, which has created a customised design for the airline.
FORMIA representatives remarked that the addition of the notebooks provides “something really different” and adds to the travel experience, adding: “Aeromexico is giving passengers the opportunity to really memorize the experience and take notes.”
FORMIA co-founder, Roland Grohmann, commented:”In the modern travel and hospitality markets it becomes ever more challenging to achieve the goal of creating distinctive, innovative and high quality kits. With these unique kits for Aeromexico I believe we have achieved our goal and have designed attractive and useful products which will delight passengers not only during their journeys but also through many post-flight uses as well.”
Antonio Fernandez, senior VP onboard product commented: “We are thrilled about these selected collaborations, with Etro as we recognise the exclusiveness of such a global luxury brand as well as with Field Notes, in designing a customised limited edition for us.”
He added: “We are confident that our passengers will greatly value these kits and recognise them as part of Aeromexico’s overall programme to raise our levels of product and service to ever higher levels.”
At the reveal, Aeromexico’s Fernandez discussed how the airline is moving to eliminate plastics and is not using a plastic bag to pack the amenity kits, but will be presented to passengers with a bag tag. The kits also have no plastic inside, he said, aligned with their efforts to reduce waste.
The airline confirmed the amenity kits are set to go onboard the airline’s Boeing 787 fleet on long-haul routes from late November to early December.
— Inflight (@inflightmag) September 10, 2019