New Uniforms For Air Canada Front Line Staff Convey Contemporary Sophistication

MONTREAL, October 19, 2004 — Air Canada today unveiled new uniforms for its front line staff. Created by Canadian fashion designer, Debbie Shuchat, the new uniforms for Air Canada's 6,700 flight attendants and 2,900 airport customer sales and service agents embody classic sophistication with contemporary flair. Inspired by a retro couture look, Shuchat has modernized the designs with softer, contoured lines in a style that is clean, fluid and simple.

"I wanted to project a fresh new look that reflects the heritage of the airline and that employees would feel proud to wear" said designer Debbie Shuchat. "By incorporating elements of the new livery into the uniform designs and taking inspiration from timeless classics from past decades, we've been able to achieve a look of modern sophistication."

Men's and women's suits will be in Midnight Blue with Silver Sky lining. Shirts and sweaters will also be in Silver Sky, accessorized with ties and scarves recalling the new livery's Frosted Leaf graphic design with a subtle tone-on-tone iridescence. Wear testing by employees will be conducted in the first half of 2005, followed by production of the final designs that will have incorporated feedback from employee groups. It is expected that Air Canada's front line employees will begin wearing the new uniforms in late 2005.

Air Canada employees modeled the new uniforms at events held in Toronto, Montreal and Vancouver on October 19 and 20, 2004 to present to employees the Air Canada of the future. Modeling the new uniforms were flight attendants: Suzanne Strong from Toronto; Yoon-Jung Picui, Christine Paikos and Jonathon Gardiner from Vancouver; and Darwin Bathelemy and Daniel Phillipan from Montreal. Airport customer sales and service agents modeling the new uniforms were: Cathy d'Alfonso and Thierry Capogna from Toronto, and Nathalie Barbucci from Montreal.

Born and based in Montreal, Debbie Shuchat is well known for her classic yet contemporary look, carefully orchestrated attention to detail and affordability of design. Her branded lines are available at some of the finest U.S. and Canadian specialty stores including Holt Renfrew, Nordstrom, Neiman Marcus and Lord & Taylor. Her hallmarks of high quality fabrics, comfort and the sensitive blending of colour and texture are readily apparent in her latest designs at D.E.S. Studio Inc., a subsidiary of Manhattan International.

A new look for Air Canada's front line staff also marks a new chapter in the airline's history. Other initiatives being undertaken by Air Canada include the introduction of leading edge in-flight product enhancements, updating the design and colours of its aircraft livery and interiors the launch of new.

ad campaigns and a fleet renewal program for its North American fleet that will facilitate the introduction of new frequencies and routes.