On 18 August 2026 Lufthansa presented its Travel Etiquette Collection: seven pieces — hoodies, t-shirts, caps and accessories — printed with the disputes that fill every cabin. “Middle seat gets the arm rest.” “It’s ok to clap when the plane lands.” “Live, love, exit by row.” The airline built the collection with the agency Serviceplan, and drew the lines from what travellers themselves argue about.
Nothing is for sale. The pieces are given away through Lufthansa’s own social channels and selected influencers, carried by TikTok, Instagram and Pinterest and by posters in airports. The airline also published a guide to the etiquette behind each slogan, written with etiquette expert Clemens Hoyos. A carrier that normally governs behaviour through safety cards is taking a position on the codes nobody wrote down.
So…:
Which unwritten rules do your customers already follow — and who gets to settle them?
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Picture:
Lufthansa (press) // Murat Aslan