ITA Airways Hints at Alitalia Comeback with New Livery

ITA Airways Unveils Alitalia-Inspired Livery: A Nostalgic Nod to Italy’s Flag Carrier

In an exciting development for aviation enthusiasts and fans of Italian air travel, ITA Airways has introduced a new aircraft featuring a livery inspired by the iconic Alitalia brand. This revelation comes as a surprise to many, considering ITA Airways has positioned itself as a distinct entity since its inception. The unveiling of the Alitalia-themed design marks a significant moment for the airline, which has been operating independently since its launch in 2021.

Recently shared on social media, the images depict one of ITA Airways’ Airbus A350s (registration EI-IFA) adorned with the phrase "Inspired by Alitalia," along with the historical airline’s logo. This rollout follows Lufthansa Group’s acquisition of a 41% stake in ITA Airways on February 3, 2025, indicating a pivotal shift in the airline’s branding strategy.

The Legacy of Alitalia and ITA Airways

Although ITA Airways is a new airline, it has often been viewed as the successor to Alitalia, Italy’s former flag carrier. Created following Alitalia’s bankruptcy, ITA Airways inherited many of the assets and personnel from the old airline. Notably, the Italian government facilitated the acquisition of the Alitalia brand and the domain alitalia.com for approximately €90 million, ensuring that the legacy of Alitalia would not be lost to competitors.

• Key Points About ITA Airways and Alitalia:
  • ITA Airways was launched in 2021 as a new entity separate from Alitalia.
  • The airline absorbed significant assets and staff from the former carrier.
  • ITA Airways acquired the Alitalia brand to maintain its historical presence in the industry.

The Public’s Affection for Alitalia

Despite its troubled financial history, the Alitalia brand remains beloved by many Italians. The decision to reintroduce elements of this iconic brand reflects a broader strategy by ITA Airways to connect with the public’s nostalgia and pride in their national carrier. In Q4 2024, as discussions with Lufthansa Group progressed, ITA Airways hinted at plans to incorporate more aspects of the Alitalia identity into its operations.

Looking Ahead: What This Means for ITA Airways

The introduction of the Alitalia-inspired livery is more than just a branding exercise; it signifies ITA Airways’ commitment to honoring its heritage while building a modern airline. As the airline continues to evolve, this nostalgic nod could strengthen its connection with passengers who fondly remember Alitalia.

For more insights into the evolution of Italian aviation and the future of ITA Airways, check out our related articles on airline branding and the legacy of Alitalia.

Join the Conversation

What do you think about ITA Airways’ decision to embrace the Alitalia brand? Share your thoughts in the comments below or explore more articles on the fascinating world of aviation.