The passenger by the window has the view, the one by the aisle has more room to move, while the person in the middle gets both armrests. At least that is the rule Lufthansa has printed along the sleeve of a white pullover, offering its answer to one of the most persistent debates inside aircraft cabins.
The pullover is part of the Travel Etiquette Collection, developed by the airline with agency Serviceplan. Seven pieces of clothing and accessories carry short messages about behaviour before, during and after a flight, familiar to anyone who has ever waited to board or tried to leave an aircraft immediately after landing.
Boarding by group hits different tells passengers to wait until their group is called instead of gathering at the gate as soon as boarding begins. Recline responsibly asks for a little consideration for the person in the row behind, while Live, love, exit by row reminds passengers that leaving the aircraft works better when they respect the seating order. The collection also includes an It’s OK to clap when the plane lands T-shirt and a bag carrying the message Text your mom after landing.
The slogans are not presented as an official code of conduct. Lufthansa uses them as an opportunity for passengers to take a side, share their own habits and discuss situations that occur on almost every flight. This gives the company content that naturally invites comments, while allowing the subject of the passenger experience to continue beyond the cabin.
The collection is not available through regular retail channels. Pieces are distributed through Lufthansa’s social media profiles and selected influencers, including Ben Henkler. The activation spans TikTok, Instagram and Pinterest, alongside outdoor advertising at airports. Lufthansa has also launched a prize activation for packages from the collection on its Instagram profile, while campaign content remains available across the brand’s channels.
Instead of issuing another general call for consideration, Lufthansa has turned everyday disagreements among passengers into recognisable messages that audiences can comment on, win and wear.
