American Airlines has unveiled a new range of limited-edition amenity kits for passengers in its premium economy, Flagship Business, and Flagship First cabins on certain transcontinental and international routes. The Fort Worth-based oneworld founding member has teamed up with Raven + Lily for this project.
Set to begin to be rolled out later this month, American Airlines’ new amenity kits are designed to offer premium passengers an elevated onboard experience when flying in the carrier’s most high-end cabins. In a first for the airline, American is featuring skincare products across all premium cabins in these kits.
A Partnership Made In Texas
As detailed in a corresponding statement released by the US ‘big three’ legacy carrier yesterday, American Airlines has invested in aspects such as “enhanced eye masks and socks” in order to take its onboard experience to the next level with its new amenity kits. The aforementioned skincare products will be provided exclusively by Joanna Vargas, who is known for working with a plant-based ethos.
American Airlines has stayed close to its roots with the development of these new amenity kits. Indeed, the carrier’s headquarters are located in Texas, and the Lone Star State is also the home of Austin-based lifestyle brand Raven + Lily, which specializes in “designs crafted in collaboration with women artisans across the globe.” Heather Garboden, American Airlines’ Chief Customer Officer, explained that:
“Our partnership with Raven + Lily allowed us to bring beautifully designed, purpose-driven bags on board that customers will enjoy in the air and on the ground. From the quality of the materials to the curated skincare and comfort items inside, every detail was chosen with intention and care.”
Different Products For Each Premium Cabin
While some aspects of AA’s new amenity kits remain consistent across all of the carrier’s premium cabins, others are exclusive to their class of travel, which has resulted in the creation of three separate sets. These will be provided to premium economy, Flagship Business, and Flagship First guests on a selection of transcontinental and international routes, with the rollout starting later this month.
In premium economy, passengers can expect a microfiber cleaning cloth to feature in their amenity kits, with this being used to clean guests’ glasses and devices. Meanwhile, those traveling in Flagship Business and Flagship Suites will be treated to a “refreshing towelette, upgraded eye mask, and crew socks.” However, the most exclusive kits are reserved for those in Flagship First or Flagship Suite Preferred seats.
Indeed, such passengers can expect to find a “premium oshibori towel [and] upgraded oversized eye mask” in addition to the crew socks that Flagship Business and Flagship Suite guests are also provided with. The designs of the bags themselves also differ between classes, with an orange pouch in premium economy, a powder blue and navy pouch in Flagship Business, and a navy blue bag in Flagship First.
Sustainable & Functional
In recent years, sustainability has become an increasingly important factor for stakeholders within the commercial aviation industry, and is informing operational and logistical decisions to an ever-greater extent. For American Airlines, this is clearly an angle that was considered, given Raven + Lily’s ethos.
Indeed, the firm has designed AA’s new limited-edition and artisan-inspired amenity kits to be reusable, enabling them to “marry style with practicality.” Raven + Lily’s ethos is also evidenced by the fact that, as American Airlines puts it, the Texan lifestyle brand is “rooted in nature and driven by a commitment to sustainability and functional beauty,” with an eco-friendly angle on enhancing passenger comfort.
The skincare products featured in American Airlines’ new amenity kits also have a sustainable angle, with celebrity facialist Joanna Vargas providing plant-based travel essentials as part of the carrier’s enhanced onboard experience. These include “hand and body lotion and moisturizing lip balm, formulated to hydrate and refresh throughout the journey,” and are made to keep passengers’ skin healthy.