Genevieve authored the creative direction and design of the Jetstar uniform collection, capturing the essence of the democracy of travel and signalling a new era for the airline. Drawing inspiration from the glow of a sunset seen through an aircraft window and the anticipation of a journey, the collection was developed through close engagement with pilots, cabin crew and airport teams. A luminous palette of orange and blue, anchored by a signature star print, is paired with versatile silhouettes that balance clarity, professionalism and ease. Now worn by more than 5,000 frontline team members across Australia, New Zealand, Japan and Singapore, Genevieve’s custom print and colour palette have since extended across the broader Jetstar brand.

“With the help of Genevieve Smart, the newly designed collection caters to everyone and gives our crew more freedom to choose what they would like to wear.” — Stephanie Tully, Jetstar Group CEO 

“Circularity was central to the design process, ensuring repurposing at end of life was considered from the outset and embedded into the lifecycle of the collection.” — Genevieve Smart