Singapore Girl is a consistent visual advertising slogan applied to depictions of flight attendants [1] [2] [3] [4] of Singapore Airlines SIA dressed in the distinctive sarong kebaya SIA uniform, in use since , and remains a prominent element of SIA's marketing.
Singapore Airlines' hospitality and cabin service have been widely 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.
Since its inception, the long-running campaign emphasises these service aspects, featuring bona fide SIA flight attendants.
The images and branding of the Singapore Girl were first established in 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 Subsequently, political acrimony between Singapore and Malaysia led to the split of Malaysia-Singapore Airlines.
Initially when Singapore Airlines was created, its advertising and branding was handled by the start-up Batey Inc, of Ian Batey. Since then, the uniform has gained worldwide recognition as part of Singapore Airline's recognizable signature branding. Since , 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.
