Well, they had me from the little pastel-pink leather purse with the black tassel on the zipper.
It’s a new first-class amenities kit on Singapore Airlines, the world’s most awarded and lauded airline. The carrier — as picture-perfect as the upswept hairdos of many of its flight attendants — has entered into a strategic partnership with Lalique, the French glassmaker that has become a major luxe lifestyle brand under the 10-year stewardship of Chairman and CEO Silvio Denz (WAG’s January Fascinating Men issue.)
The gorgeous Lalique amenities kits are carried in Singapore Airlines’ suites and first class cabins.
Says Marvin Tan, Singapore Airlines senior vice president, Product and Services: “We are very pleased to partner with Lalique to offer our premium customers exquisite luxury in the air.”
The pretty pink purses feature the floral-citrus-tuberose Lalique L’Amour perfume, along with scented lip balm, facial mist and hand cream. But here’s the best part: This chic little carryall is something all women will want to keep — and use — forever. It’s the ideal accessory to any little black dress and at any cocktail party. It’s that crave-worthy. That’s unusual, because with most amenities kits, it’s a case of one and done after the flight is over. This little Lalique/Singapore Airlines bag is one that merits a space in your walk-in-closet, right next to your Louis Vuittons.
The men’s kit, in black leather, is its worthy mate, containing a wealth of Encre Noire, a deliciously fragrant vetiver scent by Lalique.
Both Lalique and Singapore Airlines intend to offer passengers other co-branded items as well, including toiletries, glassware, loungewear and bedding.
The collaboration between the glassmaker and the airline is a match made in a style heaven crystallized by the Singapore Girl. In 1972, Singapore Airlines hired French haute-couture designer Pierre Balmain to create a special version of the Malay sarong called a “kebaya” in a batik material as the flight attendants’ uniform. It and the carrier’s Singapore Girl ad campaign would become two of the most recognized signatures of the airline, so much so that a waxwork of the Singapore Girl was unveiled at Madame Tussaud’s Museum in London in 1993.
The Singapore Girl embodies Asian values of caring, warmth, gentleness, elegance and serenity to showcase the airlines’ commitment to exceptional service and quality. The rigorous training program to instill these lasts about four months — among the longest of any airline in the industry — with flight attendants learning about customer care, safety and self-development.
In other words, there are reasons why women who consistently work 10-hour flights are always so poised, personable and polished.
And the Lalique amenities kits add the perfect grace notes to such an image.