British Airways (BA) has unveiled a new limited-edition range of amenity kits for its Club World (long-haul business class) cabin, debuting exclusively for flights departing from London Gatwick Airport (LGW) starting 26 October 2025. The collection is developed in partnership with luxury British wellness brand anatomē and the art platform Rise Art, features four collectible designs showcasing original works by contemporary British artists such as Amelia Coward, Charlotte Roseberry, Kit Boyd, Naomi Edmondson.
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| Attribute | Details |
|---|---|
| Airline Name | British Airways |
| IATA / ICAO Code | BA / BAW |
| Headquarters | Waterside, Harmondsworth, London, United Kingdom |
| Primary Hubs | London Heathrow (LHR), London Gatwick (LGW), London City (LCY) |
| Fleet Size (2025) | Approximately 270 aircraft |
| Founded | 1974 |
| Alliance | Oneworld |
| Parent Company | International Airlines Group (IAG) |
| Primary Long-Haul Fleet | Boeing 777, Boeing 787 Dreamliner, Airbus A350-1000 |
British Airways’ Partnership with Rise Art, and Anatomē
Each of the four amenity pouches displays distinctive designs by British artists (named above). Through this collaboration, British Airways aims to bring an artistic touch to in-flight luxury, transforming everyday travel items into keepsakes that reflect British cultural heritage.
The amenity kit includes:
- A bespoke 10ml moisturizer
- Ear plugs
- A dental kit featuring a bamboo toothbrush
- A 3ml multi balm from anatomē (produced especially for British Airways)
- Eye mask
- Socks
The anatomē products are crafted and filled in London using recyclable aluminium containers. These are a part of British Airways’ broader sustainability plan, which removes approximately 26.5 tonnes of single-use plastic annually from its premium cabins, thugh BA one of the top five airlines that are providing reusable cups onboard.
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Speaking about the launch, Calum Laming, Chief Customer Officer at British Airways, said the initiative forms part of a broader effort to redefine the airline’s identity through authentic British collaborations.
“At British Airways, we’re always looking to innovate for our customers. Like our new global lounge concepts and cabin upgrades, we set out to create something bold, modern, and unexpected,” said Laming. “These amenity kits represent the best of British originality and are designed to be enjoyed both during and after the flight. They’re ideal for reuse—whether as a travel pouch or an everyday carry-all.”
Features and Design Philosophy of the New Club World Kits
The Rise Art partnership gives each pouch a distinctive aesthetic:
- Coward’s rhythmic gradients of color
- Roseberry’s abstract reflections of rural Britain
- Boyd’s romantic landscape etchings
- Edmondson’s urban murals promoting hope and mindfulness
Together, they offer passengers a collectible series symbolic of Britain’s diverse creative spirit.
Meanwhile, anatomē’s contribution focuses on wellness through aromachology—the study of how scent affects emotional well-being, says anatomē:
“… scent interacts with the limbic system in the brain. Any time we smell something, especially in natural fragrances like essential oils, we inhale volatile particles called esters. These chemicals are what gives food flavours and allows us to smell aromatics. The sense of smell, like taste, comes from specialised sensory cells found in a small patch of tissue inside the nose.”
Its formulations are designed to promote hydration, calmness, and relaxation throughout long-haul travel, a nod to the brand’s philosophy that “sleep and balance are the cornerstones of wellbeing.” All pouches are made from recycled fabric, with paper wrapping for accessories and eco-conscious materials for socks and dental kits.
Let’s have a look at the features of the botanical balm, and the hydrating moisturizer
| Product Name | Description & Purpose | Key Ingredients | Primary Benefits | Skin Compatibility |
|---|---|---|---|---|
| Botanical Multi Balm | Formulated with botanical extracts and essential oils to nourish and protect skin, making it an ideal skincare addition for travel. | Organic shea butter, rosemary oil, vitamin E | Ultra-hydrating, replenishes moisture, and supports skin barrier during air travel. | Suitable for all skin types |
| Hydrating Moisturiser | A deeply nourishing cream designed to keep skin refreshed and calm throughout long-haul flights. | Aloe vera, hyaluronic acid, essential oils | Provides deep hydration, promotes skin comfort, and reduces dryness from cabin air. | Suitable for all skin types |
Calum Laming, British Airways’ Chief Customer Officer, said that the kits were desgined to be enjoyed not only during but after the flight as well. He also opined that these were ideal for reuse, “whether as a travel pouch or an everyday carry-all”, adding that it was both ultra-hydrating and relaxing:
“At British Airways we’re always looking to innovate for our customers, and, like our new global lounge concept and cabins, as well as our marketing campaigns and safety videos, we set out to signal a new direction, creating something bold and original, modern and unexpected that would surprise and delight our customers. We’re confident we’ve achieved that with this collaboration with outstanding homegrown British talent and wellness products by anatomē.”
A few notes on the Artists that Helped British Airways Launch Their Amenity Kits from London Gatwick Airport
| Artist | Background & Education | Artistic Focus / Style | Signature Techniques or Medium | Design Theme for British Airways Kit |
|---|---|---|---|---|
| Amelia Coward | Graduated from the Royal College of Art with an MA in Woven Textiles. | Explores colour theory, blending luminous gradients with structured patterns. | Paints birch plywood in vivid hues, laser-cuts panels into fine strips, then reassembles them to create rhythm and movement. | Patterns evoke flight paths, symbolizing motion and connectivity in air travel. |
| Charlotte Roseberry | Born in Sunderland; studied painting at Edinburgh College of Art; now based in the Scottish Borders. | Creates abstract interpretations of landscapes, inspired by rural Britain. | Uses bold colours, flat spaces, and clear lines to depict emotional landscapes and reflective portals. | Design reflects British landscapes—symbolic of reflection, exploration, and calmness. |
| Kit Boyd | Based near the Thames Barrier; influenced by Romantic British artists of the 19th and 20th centuries. | Focuses on “spirit of place”, exploring human scale within nature. | Produces intricate prints portraying rolling hills, treelines, and expansive skies. | Features One Tree Hill in Greenwich Park, capturing awe of nature and introspection. |
| Naomi Edmondson | London-based painter known for her “Survival Techniques” public art project. | Transforms urban spaces into messages of hope and optimism. | Paints murals and text-based works across accessible cityscapes. | Includes ‘Face the Sun’ (Dalston) and ‘You Can Rest’ (Deptford)—reminders to relax and embrace positivity while travelling. |
Previous British Airways Amenity Kit Launches
In 2019, British Airways extended its long-running partnership with The White Company, a luxury British lifestyle brand known for its minimalist aesthetic and focus on sleep and wellness, providing a high-quality cotton sleepwear, padded mattress toppers, white duvets, and a pillow set trimmed with satin for carriers on some other routes as well.
British Airways has also partnered with Temperley London and Elemisto draw inspiration from British coutureto provide amenity kits “with seven-piece skin and body care collection from innovative British-made beauty brand Elemis with even more available in the First Class lavatories.” Some of its features include:
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Luxurious bedding, including a quilted mattress topper and a 400-thread-count cotton duvet with matching pillow.
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The loungewear designed by Temperley London features soft black cotton pyjamas for both men and women, with the women’s set distinguished by satin accents and a graceful shawl collar.
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Men’s amenity kit (in black velvet) with subtle interior detailing, offering a refined, understated aesthetic.
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Women’s amenity bag is crafted from satin and decorated with the signature Temperley Star motif.
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Matching slippers and the amenity pouch double as take-home keepsakes, extending the premium inflight experience.
Bottom Line
British Airways, which operated the supersonic Concorde in its Heyday, launched its Gatwick-exclusive inflight amenities, adding a British identity of art, wellness, and sustainable craftsmanship.
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We can wait and watch how it will be received by the people onboard.