Australian Dress Register

The mid 1970s was a period when international air travel was becoming a reality for middle class Australians. Qantas' aggressively marketed low-cost excursion fares to Asia and Japan, New Zealand, Hawaii and North America were popular, and despite competition from Asian airlines, Qantas remained the preferred carrier for most Australians on the London/Sydney 'Kangaroo Route'. The growth in traffic on this route can be seen when passenger numbers from 1971-2 (40,000) are compared with those of the year ending in March 1975 (250,000). At this time, a return economy fare to London was $1,202.85.

The Qantas uniform designed by Senior Steward Stewart Baker was conceived during the period of the Whitlam Labor government (1972-75)  - a period characterised by Whitlam's desire to transform Australia from a backward, parochial nation to a progressive state with an international focus. 

The social revolutions that had occurred throughout the western world during the 1960s continued into the Whitlam era and throughout the 70s. In Australia, views about women's roles, sexuality, the environment, immigration and war were being transformed. It was during this period that women received equal pay for equal work, Australian troops were withdrawn from Vietnam, university education became free and indigenous peoples made progress regarding land rights.

While these developments were often viewed as positive, especially by the young, this was also an era characterised by high unemployment and inflation. Many people believed the Whitlam government had tried to do too much too quickly and had mishandled the economy. Whitlam's government was dismissed by the Governor General in November, 1975, to be replaced by a Liberal government headed by Malcolm Fraser. 

Patterns of immigration to Australia were changing. The White Australia Policy, in operation from 1901 and designed to prevent non-white people from migrating to Australia, was abolished in 1974. This opened the door to Asian immigrants - especially those fleeing from Vietnam after the war and to those escaping conflicts in the Middle East. European immigration declined during this period.

Within the aviation world, it was a difficult time because the oil producing countries lifted their prices, which increased operating costs. Combined with inflation, this placed Qantas under considerable financial strain. The airline tried to overcome this by adding to seat capacity, whereby seating on 747s was increased to 10 across in economy. 

Not only was this a time of financial stress for the aviation industry, it was also a dangerous one, as there were more than 400 hijackings between 1969 and 1978. The hijack threat impacted upon the attire of Qantas Flight Stewards. Instead of their neckties being secured by the traditional  Windsor knot, velcro was used to keep them in place. The velcro attachment would release immediately if someone attempted to strangle a Flight Steward with his tie.      

Black, Prudence, 'The Flight Attendant's Shoe', University of New South Wales press Ltd, Sydney, 2011.

Qantas Heritage Collection files.

Currently exhibited at Terminal 3, Mascot at the Qantas Heritage Collection.

On jacket breast pocket: machine embroidered Qantas logo of a flying winged kangaroo inside a circle. This logo was used by Qantas from 1968 until 1984 when the kangaroo lost its wings, became more stylised and was placed in a triangle.

Jacket is wool/polyester, trousers are wool/polyester, shirt is polyester/cotton and tie is polyester. 

The garments are entirely machine sewn and were made locally. The jacket was produced by Swedex of Sydney, the shirt was manufactured by F.J. Sobb of 876 Canterbury Rd, Lakemba in Sydney, the tie was made by John and Lois ties of 221 Sydney Park Road, Erskineville, Sydney and the trousers were made by Peter Herro of Sydney. It was important that the Australian national carrier was seen to be using local manufacturers.

No manufacturer's label in the jacket. Manufacturer's label in the shirt: "Styled by F.J. Sobb/Polyester cotton/Australian made". Cardboard swing tag attached to trousers: "Created by Peter Herro". 

The cut of all components was slim-line, as was fashionable in the 1970s. The trousers flare very slightly towards the bottom.

The two gold buttons at the front of the jacket are plastic. There are seven small, opaque/white buttons down the front of the shirt and one button on each cuff. The trouser zip and hook and eye are metal.  

There is some stiffening from the shoulders to the chest at the front of the jacket. There is no padding on the shoulders. 

The Stewart Baker uniform was the first significant uniform overhaul for Qantas stewards since 1947. By the early 1970s, the military-style uniforms worn by male cabin crew for nearly a quarter of a century had become dated. Baker deliberately set out to design new uniforms that reflected the informality of the 1970s and the youthful age of Qantas flight crews. The vibrant uniforms with their bright jackets and shirts and flared trousers succeeded in creating a much more contemporary image for the airline. Desire to overturn tradition was also represented by the absence of a cap. This was the first Qantas uniform to omit this accessory.   

Qantas Pucci uniform worn by Flight Hostesses from 1975 - 1987.

The back of the blazer is damaged by several flecks of black ink that appear to have come from a pen.

There is some damage to trousers: an unidentified white mark below waist band on the right side. The same discolouration can be found on the right back.