In the 1950s Air France looked to design guru Raymond Loewy. An increase in traffic required a new vision of aviation, and a more industrial approach. As an ambassador for the French way of life, Air France did not intend to sacrifice its image on the altar of rationality.

Nor would the airline lose interest in aesthetics for aesthetics' sake. Its crockery was designed by Andree Putman and Philippe Starck; its seats, and cabins and agencies, Loewy, Pierre Gautier-Delaye, Charlotte Perriand, Andrée Putman and Noé Duchaufour Lawrance.