Bloomberg Businessweek

Air France Goes for (Not Too) Cheap Chic

It’s starting Joon, a discount line for millennials who’ll pay extra for the cool

What corporate France lacks in its ability to cut costs, it makes up for in style. That appears to be the recipe at Joon, a buzz-driven offshoot of Air France-KLM that started operating on Dec. 1. The marketing pitch goes like this: Tech-savvy and fashion-conscious flight attendants serve baobab juice and organic quinoa salad as video-streaming millennials jet from Paris to Barcelona and Brazil, all at discount prices.

The reality is slightly less glamorous. Despite all the hipster hype, Joon—a riff on jeune

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