This morning at Paris Gare du Nord, the usual rush of suitcases and coffee cups paused for a moment of theatre. One Eurostar train rolled in like a runway on rails. The models? Not professionals but Eurostar’s own crew, the people who check your ticket, serve your wine and guide you to your seat, stepping out in the first new uniforms the brand has launched in over a decade.
It is a fresh look with a clear message.
Eurostar’s new style blends three cities’ personalities into one sleek, unified identity. There is Parisian elegance in the deep navy palette and clean tailoring. Brussels and Amsterdam’s creative energy splashes across a graffiti inspired neckerchief. And then, a cheeky nod to British individuality, every outfit is finished with green Dr. Martens. The result feels classic but cool, polished but playful, proudly European.
Designed for the People Who Wear It
For the first time, the people who will live in these clothes had a serious say in what they look and feel like. Over 80 Eurostar employees spent two and a half years with designer Emmanuelle Plescoff (whose past work includes collaborations with Christian Lacroix) to co create a collection that is practical, flattering and fit for every body. The 54 piece wardrobe is mix and match and gender inclusive, built from breathable, stretch fabrics inspired by sportswear.
“We wanted our team to feel powerful and comfortable,” says Plescoff. “This collaboration turned into something bigger, a collection that is elegant but modern, simple but expressive. Those touches, like the signature graffiti scarf or the green boots, are a wink to individuality.”
Conscious Fashion at 300 km/h
Eurostar is not just dressing up for the cameras. It is doing it responsibly. Fabrics use recycled polyester and organic cotton, and manufacturing is kept close to home within the Euromed region under strict ESG standards. Even the previous uniforms will not go to waste; Eurostar is partnering with textile recyclers in France, Belgium and the UK to transform old garments into everything from mattress fillings to garden basket liners.
One Team, One Journey
The debut of a single unified uniform follows Eurostar’s bigger strategy to feel like one seamless brand across borders. Last year, the company standardised its food and service; now the people at the heart of the journey look part of the same story.
For CEO Gwendoline Cazenave, the new design says more than style alone. “The new look is a reflection of who we are. It shows Eurostar heritage and our European spirit going forward, chic, elegant and iconic. When our teams wear it, customers know they are in caring hands and about to experience something special.”
And there is plenty of momentum behind that vision. Eurostar carried 19.5 million passengers in 2024 and aims to reach 30 million in the coming years. A bold new identity, expressed quite literally on the backs of its people, feels like a natural next move.
A Modern Classic in Motion
Today’s reveal in Paris signals a continent wide shift. From London to Amsterdam, Brussels to the South of France, the first thing passengers will see when boarding is not just a train but a confident, cohesive team stepping into the future of European travel.
It has been more than ten years since Eurostar changed its look. Judging by this debut, it was worth the wait.
