Sir Richard Branson donned lipstick and high heels on a flight from Perth to Kuala Lumpur after losing a bet with fellow motor-racing rival, Tony Fernandes.
The founder and chairman of Virgin Group founder was honouring a bet he made - and lost - with fellow airline owner and motor-racing rival, Tony Fernandes.
They had wagered on which one of the their Formula One racing teams would cross the line first in their debut season of the 2010 Formula One Grand Prix, in Abu Dhabi.
The loser would have to serve as a flight attendant on board the winner's airline.
"It's true we both had Grand Prix teams and I was absolutely certain that I was going to win, and I thought it would look very fetching for Tony to be in a Virgin Atlantic stewardess outfit," Branson said.
"Something went wrong," he added.
Having had his legs shaved and red lipstick applied, Branson posed for photos alongside Fernandes - leaping into his arms and giving him a cheeky kiss on the lips.
During the flight, Branson had to pour tea and coffee, serve meals, and make in-flight announcements.
Upon arrival later in Kuala Lumpur, he told reporters he was relieved to have honoured the bet at last.
"As Tony said we had a fun day, glad to have got his bet over and done with, and I'm looking forward to getting back into my own clothes," Branson said.
The event also raised money for Starlight Children Foundation.
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