American Airlines Unveils Designer Amenity Kits by Brandon Blackwood
The airline has partnered with designer Brandon Blackwood and debuts a new Boeing 787-9 with enhanced premium cabin experiences
Photo: Courtesy of American Airlines
Brandon Blackwood’s cult-favorite handbags have graced red carpets, gone viral on TikTok, and earned praise across the fashion world. Now, the New York-based designer is bringing his signature aesthetic to a new stage: American Airlines’ premium cabins.
Beginning later this month through early September, travelers flying internationally or on select transcontinental routes in American’s premium cabins will receive limited-edition amenity kits designed by Blackwood.
The collaboration is part of the airline’s ongoing push to modernize and elevate its in-flight experience, especially as a new generation of travelers increasingly prioritizes design, utility, and sustainability.
A Stylish Twist on Inflight Essentials
Each amenity kit reflects elements of Blackwood’s design DNA: architectural structure, bold details, and unexpected textures.
Passengers flying in Flagship First and Flagship Suite Preferred will receive a compact denim bag modeled after Blackwood’s bestselling Portmore handbag. Its structured shape and wraparound zip give it a distinctive, fashion-forward edge rarely seen in airline amenities.
Photo: Courtesy of American Airlines
In Flagship Business and Flagship Suite, customers will find a black travel pouch with red zipper accents and a checkered interior—a subtle nod to Blackwood’s graphic sensibilities.
Photo: Courtesy of American Airlines
Even Premium Economy passengers will receive a blue-and-white checkered pouch, more playful but unmistakably in line with the designer’s style.
Photo: Courtesy of American Airlines
“When this opportunity with American Airlines first arose, I knew I wanted to create designs that were familiar to my brand and could be repurposed as soon as the plane lands,” said Blackwood.
“I traveled a lot growing up and used a lot of that inspiration in my designs, so it feels like a full-circle moment seeing my bags in flight and bringing innovation and creativity together.”
A Strategic Appeal to a Younger Luxury Market
American’s latest partnership is part of a deliberate shift in its customer engagement strategy. Heather Garboden, the airline’s Chief Customer Officer, notes that Gen Z and millennial travelers are fueling growth in premium leisure, often blending style and experience in their purchasing decisions.
“Brandon’s bold, fashion-forward designs are the perfect addition to our amenity kit collection,” Garboden said. “From the designers we partner with to the brands we feature on board, American is committed to giving travelers something new to discover and explore well before they get to their destination.”
Blackwood’s kits follow the airline’s recent collaboration with Raven & Lily, whose amenity kits supported Stand Up To Cancer and helped raise more than $4.3 million.
Where to Find the Kits
The amenity kits will be offered to passengers in premium cabins on long-haul flights across American’s global Flagship network, including destinations in Europe, Asia, South America, Australia, and the Middle East.
Photo: Courtesy of American Airlines
Travelers on select domestic routes—such as transcontinental flights and service to Hawaii—will also have access to the kits when flying in Flagship or Premium Economy.
Available routes include Chicago to Naples, Italy, Charlotte to Athens, Greece, and Philadelphia to Edinburgh, Scotland.
New Flagship Aircraft Takes Off
Blackwood’s kits aren’t the only new addition to American’s premium experience. On June 5, the airline debuted its newest long-haul aircraft: a reconfigured Boeing 787-9 Dreamliner outfitted with American’s latest Flagship interior. The inaugural flight — from Chicago (ORD) to Los Angeles (LAX) — carried more than 200 passengers and marked the start of the airline’s summer schedule.
Photo: Courtesy of American Airlines
“We’re excited that you are part of the beginning of this plane’s journey,” wrote Chief Customer Officer Heather Garboden in a personal note to passengers on Flight 2012. “Everything you see on board today was designed with you in mind: from the design details to Bluetooth connectivity to state-of-the-art entertainment, your comfort is our priority.”
Customers in the 51 redesigned Flagship Suite seats enjoy a chaise lounge option with an adjustable headrest pillow, wireless charging, USB-C and AC power, and expanded personal storage.
Photo: Courtesy of American Airlines
Long-haul travelers also benefit from Flagship lounge access, Priority services, multicourse inflight meals, and the new Blackwood amenity kits.
Premium Economy has also been upgraded, with redesigned seating that includes adjustable headrest wings, new calf and footrests, wireless charging, and dedicated storage for water bottles and devices.
Photo: Courtesy of American Airlines
In Main Cabin, every seat now offers 4K QLED entertainment screens from Thales, USB-C and AC power, and Bluetooth connectivity — a welcome feature across all cabins that allows passengers to pair personal headsets with the in-flight entertainment system.
Photo: Airbus A321XLR, Main Cabin. Courtesy of American Airlines
Passengers on the inaugural flight received commemorative gifts, including a flight tag designed specifically for the aircraft’s debut.
New Focus on Style, Substance, and Service
The partnership with Brandon Blackwood and the rollout of a redesigned aircraft interior are part of American’s evolving approach to hospitality and design.
“Brandon’s bold, fashion-forward designs are the perfect addition to our amenity kit collection,” said Garboden. “From the designers we partner with to the brands we feature on board, American is committed to giving travelers something new to discover and explore well before they get to their destination.”
