Lufthansa Turns Perceived Dos and Don’ts of Flying Into a Fashion Statement | LBBOnline

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Lufthansa Turns Perceived Dos and Don’ts of Flying Into a Fashion Statement
18/08/2026
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18/08/2026
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Campaign from Serviceplan transforms familiar in-flight situations and unspoken rules into a series of wearable statements

Who gets the armrest? Is it acceptable to clap when the plane lands? And when, exactly, is it appropriate to leave your seat after touchdown?

With its new Travel Etiquette Collection, Lufthansa is bringing some of air travel’s most enduring debates into the spotlight. Developed together with Serviceplan, the limited-edition collection transforms familiar in-flight situations and unspoken rules into a series of wearable statements designed to spark a conversation

The seven-piece collection includes hoodies, t-shirts, caps and accessories featuring slogans such as “middle seat gets the arm rest”, “it’s ok to clap when the plane lands” and “live, love, exit by row”. Drawing on experiences shared by travellers around the world, the designs explore the everyday etiquette of flying with humour and a light touch

Rather than prescribing behaviour, the collection encourages discussion about consideration, respect and shared space at 35,000 feet. By translating these often-unspoken social codes into fashion, Lufthansa turns a familiar travel conversation into something tangible and shareable

The collection will not be sold commercially. Instead, the limited-edition pieces can be won encers, including Ben Henkler. The launch is being supported across TikTok, Instagram and Pinterest, as well as through out-of-home placements at airports

Photography by Murat Aslan

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