EL AL and Renuar Join Forces to Design New Crew Uniforms
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EL AL Israel Airlines (EL AL) has announced a new collaboration with Renuar, one of Israel’s leading fashion brands, to design and develop the carrier’s new uniforms. The partnership marks an important milestone in EL AL’s ongoing transformation, combining Renuar’s contemporary style with the carrier’s heritage and values. Together, the two brands aim to create a look that blends professionalism, comfort, and Israeli pride.
Designing for Comfort, Identity, and Pride
After a careful evaluation of several top Israeli fashion houses, EL AL chose Renuar to lead the creation of its new uniforms. The collaboration goes beyond a simple design project; it unites two leading Israeli brands that share deep local roots and a rising global presence.
“The meeting between contemporary Israeli fashion and EL AL’s heritage and history is an exciting and natural connection.”
– Yifat Pasternak, Renuar
“After many years in which our people have provided service wearing EL AL’s familiar uniforms, we are now embarking on an exciting process of refreshing the uniforms for both air and ground crews,” said Lee EL AL Head of Marketing Communications and Customer Experience Ben Hamo. “We are proud of the collaboration with Renuar and believe the result will reflect the transformation EL AL has undergone in recent years and its Israeli identity, while maintaining uncompromising comfort and quality.”
The project will move through several development stages, beginning with meetings and workshops with EL AL’s staff to understand the daily realities of their work. Flight attendants, pilots, and ground personnel will provide feedback on everything from comfort and practicality to temperature control and range of motion. The uniforms will serve as a unifying symbol for staff working both in the air and on the ground.
Every detail, from fabric choice to fit, color scheme, and accessories, will be crafted to reflect professionalism and Israeli authenticity. The airline’s iconic blue and white palette is expected to influence the final design, highlighting EL AL’s identity as Israel’s national carrier.
“For us at Renuar, it is a great honor to take part in designing the uniforms for Israel’s largest airline,” said Renuar VP Marketing Yifat Pasternak. “The meeting between contemporary Israeli fashion and EL AL’s heritage and history is an exciting and natural connection. We will bring to the project the values that guide us, innovation, attention to detail, and a deep understanding of fashion along with the needs of EL AL’s service personnel who will wear these uniforms every day.”
“We are proud of the collaboration with Renuar and believe the result will reflect the transformation EL AL has undergone in recent years.”
– Ben Hamo, EL AL Israel Airlines
Modernization Driving a New Era for EL AL
The new uniforms will serve as a visible expression of EL AL’s broader modernization efforts. From upgraded cabins and new in-flight menus to enhanced lounges and digital services, the airline is refreshing every touchpoint of its passenger experience. The new look captures that renewal, reflecting EL AL’s balance of heritage and innovation.
Under the leadership of EVP Customer Service and Experience Oren Cohen Butansky, EL AL has reimagined what it means to fly with Israel’s flag carrier. “We aligned around one shared goal, to put the customers at the center of everything we do, from air to ground, from systems to culture,” he explained.
That vision has driven major changes across the airline, from expanding its Dreamliner fleet and unveiling a new brand identity to introducing Israeli cuisine by Michelin-starred chef Assaf Granit, new TUMI amenity kits, and a redesigned King David Lounge at Ben Gurion Airport. Behind the scenes, an AI-powered service platform now manages more than 300,000 monthly interactions, streamlining communication and improving service quality.
EL AL’s modernization is not only visible in its look and service but also in the recognition it continues to earn on the global stage. In a recent conversation with APEX CEO Dr. Joe Leader at the 2025 APEX Global EXPO, EL AL CEO Dina Ben Tal Ganancia shared how the airline’s approach blends world-class security with authentic hospitality. “Safety and security are the most important priorities. But people also want to feel warmth and care,” she said. “Our crews are not just service providers. They are sometimes therapists, shoulders to lean on. Feeling safe, trusted, and secure is part of the experience. It does not replace the smile or the service.”
Her vision redefines security as part of the passenger experience rather than an obstacle to it, combining protection with genuine care in a way that has strengthened EL AL’s brand. That approach has helped the airline earn an APEX Five Star rating for the fifth consecutive year, reaffirming its position among the world’s leading carriers.