Singapore Girl is a consistent visual advertising slogan applied to depictions of flight attendants of Singapore Airlines (SIA) dressed in the distinctive sarong kebaya SIA uniform, in use since 1972, and remains a prominent element of SIA's marketing. Singapore Airlines' hospitality and cabin service have been recognized with awards from magazines, travel and tourism industries, including the 'World's Best Cabin Crew Service' by the for 23 consecutive years. Since its inception, the long-running campaign emphasises these service aspects, featuring bona fide SIA flight attendants.