Introduction of Upper Class Onesies

In June 2014, we introduced a limited-edition onesie for Upper Class passengers, becoming the first airline to offer this style of sleepwear onboard. Developed in collaboration with Norwegian leisurewear brand OnePiece, the initiative was designed to provide a comfortable and informal alternative to our existing Upper Class sleep suits, adding a distinctive touch to the experience of travelling on long-haul overnight flights. The specially designed, unisex onesie featured a black colour scheme, a front zip and the words sleepy head printed across the back. Initially offered to 1,000 passengers on selected overnight services, the garment was intended to complement our fully flat Upper Class beds. Passengers could wear the onesie during their flight and take it home afterwards. The limited trial allowed us to introduce a different approach to onboard comfort without replacing our established sleepwear offering. British model Amber Le Bon helped introduce the collection through a promotional campaign, while Virgin Atlantic founder Sir Richard Branson also appeared wearing the new design. The initiative reflected our willingness to experiment with less conventional elements of premium service, combining practical comfort with a light-hearted approach to the onboard experience.