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Singapore Girl is a consistent visual advertising slogan applied to depictions of flight attendants of Singapore Airlines (SIA) dressed in the distinctive "Sarong Kebaya", SIA uniform since 1972 and remains a prominent element of SIA's marketing.
Singapore Airlines' hospitality and cabin service has been recognised with awards from magazines, travel and tourism industries, including the 'World's Best Cabin Crew Service' by the Business Traveller Asia-Pacific Awards for 23 consecutive years. The long running campaign since its inception, emphasises these service aspects, featuring bona fide SIA flight attendants.
The iconic images and branding of the Singapore Girl was first established in 1972 when Singapore Airlines took over as successor of its predecessor Malaysia-Singapore Airlines (MSA), the joint Malaysia and Singapore airline set up to develop and expand an intercontinental network. An earlier traditional version of the "Sarong Kebaya" uniform was first introduced by MSA and worn by the flight attendants since 1968. Subsequently, political acrimony between Singapore and Malaysia led to the split of Malaysia-Singapore Airlines. MSA ceased operations on 1 October 1972 and Singapore Airlines took over as its successor in Singapore.
Initially when Singapore Airlines was created, its advertising and branding was handled by the start-up Batey Inc, of Ian Batey.Singapore Girl was coined in 1972 when Pierre Balmain, a French haute couture designer, was hired to construct and update the "Sarong Kebaya" as part of the cabin crew's uniform. Since then, the uniform has gained worldwide recognition as part of Singapore Airline's recognizable signature branding.
Since 1972, the image of the Singapore Girl has appeared in advertisements in almost all media forms and promotions across the world. The theme music for the television advertising campaign was composed by Kevin Peek.
The Singapore Girl has become a visual trademark and brand for Singapore Airlines together with the slogan - "A Great Way To Fly". The Singapore Girl is said to engender "Asian values and hospitality" and has been described as "caring, warm, gentle, elegant and serene".
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