From an apron to a designer concept

The uniforms worn by the Migros sales assistants were influenced by the latest trends. Originally simple and inconspicuous, they became more fashionable after self-service was introduced. But it wasn’t until 2005 that designer Ida Gut created a unified look for the employees of all the Migros cooperatives.

For a long time the vendors of the Migros wear a simple white apron over a smock. The modesty of the work wear is an expression, not least the corporate culture of Migros AG. But sometimes coat and apron still be adorned by a coquettish little cap.
For a long time, the sales assistants in Migros wear a simple white apron over a smock. The modesty of the work clothes is not least an expression of the Migros corporate culture, but sometimes the smock and apron are decorated with a coquettish cap.
Only in the 1950s, as the triumphant advance of the self-service shops dramatically changes the sales assistants’ activities, is the apron done away with. The smock remains and becomes increasingly subject to changes in fashion. First, it becomes colourful – orange of course – and then the company emblem is added. A name tag makes the sales assistant identifiable for both praise and criticism. At the same time, it preserves – despite being a uniform – a bit of individuality.
Since 2005, the 38,000 Migros employees have worn work clothes designed by the Zurich fashion designer Ida Gut. It is the first time in the history of the company that all employees of all the cooperatives have worn the same uniform. Even more remarkable is that the new Migros look makes no hierarchical distinctions.