British Airways has unveiled a new limited-edition range of amenity kits for its Club World (long-haul business class) customers, launching exclusively on flights departing from London Gatwick.
The new kits form part of the airline’s “Artist Originals” collection and feature four collectible designs created by British artists. The initiative reflects British Airways’ continued focus on celebrating British creativity, craftsmanship and wellbeing at 35,000ft.
Close up of the Club World amenity kit designed by the British artist Kit Boyd from the skincare brand anatomē.The artwork, curated in partnership with digital art platform Rise Art, spans a range of styles and techniques, including laser-cut wood collage, abstract painting, hand-carved prints and typographic murals. Each design draws inspiration from British landscapes and the experience of travel.
Inside the recycled-fabric pouch, customers will find bespoke skincare products from anatomē, a premium British wellness brand and London-based apothecary. Created exclusively for British Airways, the kit includes a 10ml hydrating moisturiser and a 3ml botanical multi balm, alongside socks, an eye mask, earplugs and a dental kit.
Pedestal image of the Club World amenity kit designed by the British artist Naomi Edmondson from the skincare brand anatomē.Calum Laming, British Airways’ Chief Customer Officer, said the new amenity kits were designed to signal a “bold and original” new direction for the airline.
“We wanted to create something modern and unexpected that would surprise and delight our customers,” he said. “These kits are designed to be enjoyed during and after the flight, with reusable pouches and ultra-hydrating, relaxing skincare products developed with anatomē.”
anatomē’s formulations are developed by aroma experts using botanical ingredients selected for their benefits to sleep, hydration and overall wellbeing. The multi balm is infused with organic shea butter, rosemary oil and vitamin E, while the moisturiser combines aloe vera, hyaluronic acid and essential oils to help skin stay calm and refreshed during travel.
Pedestal image of the Club World amenity kit designed by the British artist Charlotte Roseberry from the skincare brand anatomē.Sustainability has also been a key focus. The anatomē products are packaged in recyclable aluminium, helping British Airways remove an estimated 26.5 tonnes of single-use plastic annually. Socks are made from recycled polyester, while dental kits and earplugs are paper-wrapped and include bamboo toothbrushes.
Close up of 2 skin care products by the skincare brand anatomē now featured in the new Club World amenity kits.The four featured artists are Amelia Coward, Charlotte Roseberry, Kit Boyd and Naomi Edmondson, each bringing a distinct visual language rooted in British landscapes, urban spaces and themes of movement, rest and reflection.
Founded in London, anatomē is a modern apothecary brand focused on wellbeing through botanical formulations, with sleep positioned as the foundation of health. British Airways customers will also receive an exclusive 20% discount on anatomē products, included within each amenity kit.
