When Sex Sold Seats--Southwest's Saucy Origins

[Tim_Capps 474]

To fill out the first group of 38 flight attendants, Southwest ran its first-ever ad in May 1971. Written by Trapp’s team, it was a help-wanted missive titled “An Open Letter to Raquel Welch.” It read, in part, “Ms. Welch: You typify the girls we’re looking for: Warm, personable, and great-looking in hot pants. … If you know of any other girls like you (at least 20 years old, 20/50 vision, without glasses, between 5’2” and 5’7”, 100-135 pounds) … would you please ask them to send us a brief statement of qualifications and a recent photograph?” 

This wouldn't fly today--not for an airline. It's pretty tame by Calvin Klein standards, but you can see the problem when it comes to flight attendants. That is, we can. Of course, Southwest wasn't the only one. PSA uniforms were about the same. In fact, it was the industry norm in advertising. Virgin branded itself with cringe-worthy suggestive advertising into the 21st century. Also in the 70s, Luton-based Court Line operated Leeward Islands Air Transport. LIAT "Air Hostesses" wore designer dresses that were very short. One "remembers that uniform with amusement: 'When we used to give our Safety Procedure briefing to the passengers before take-off it was almost impossible to maintain our dignity... As we raised our arms to indicate the Emergency Exits behind us, our dress hem would ride up... you can imagine where all eyes of the males sitting the aisle seats went.'" (From Colours in the Sky, the History of Autair and Court Line Aviation, which also contains the quote. "when sex was safe and flying was dangerous.") Court Line proper's Air Hostess uniforms were colorful, but much more dignified (although the wide-brimmed straw hat was impractical at windy airports). It folded in 1974, three years after Southwest's beginning.

Read more about Southwest's groovy start in this story from Texas Monthly. https://www.texasmonthly.com/news-politics/southwest-airlines-50-anniversary

It's hard to imagine these days. Southwest still has a certain style. Just not go-go boots. The last time I flew commercial was in the early 90s: always Alitalia. Things had changed a lot in a relatively short time.

 

 

[Chock 17,769]

It was the same for loads of things back then, not merely the airlines. All you had to do in advertising was drape some chick in a bikini over the bonnet of a new car and that was your advertising campaign done.

[Dominique_K 10,143]

21 minutes ago, Chock said:

It was the same for loads of things back then, not merely the airlines. All you had to do in advertising was drape some chick in a bikini over the bonnet of a new car and that was your advertising campaign done.

Back then ? Why do you think car shows have still a great attendance  of the masculine sort 😄 ? 

Now looking at the SW beautiful girls pic I don't.... Naaah, better stop it, I shouldn't say things like what I was to say. It is not so much the kiddos reading Avsim but for some sensitive souls easily upset.

Edited June 13, 2021 by Dominique_K

[Christopher Low 5,353]

This is why they call it "the good old days"

[Paul Deluca 164]

Sure was Christopher. I remember the days of Pan Am in the late 60's. These girls were dressed with such finesse without all this hoopla. Class a all the way . . I miss you Pan Am.

[Paul Deluca 164]

Since we are on this subject Christopher, how about the women working for BOAC, and BEA, Air UK. woohoo!!!They were dressed to the hilt without the hoopla.

[Mallard 195]

2 hours ago, Chock said:

 All you had to do in advertising was drape some chick in a bikini over the bonnet of a new car and that was your advertising campaign done.

Us 2CV drivers don't leave it at that 🙂

 

 

Cheers

Mallard

[Dominique_K 10,143]

41 minutes ago, Mallard said:

Us 2CV drivers don't leave it at that 🙂

 

 

 

Cheers

Mallard

Best Post of the Week 

Edited June 13, 2021 by Dominique_K

[Chock 17,769]

First car I ever bought was a 2CV, it was in bad shape but I loved it. It was that same weird blue colour.

[W2DR 1,860]

I don't have any pictures, but those Southwest ladies don't hold a candle to the gals on PSA back in the early '70's. Compared to the mini-skirts worn by the PSA babes, those Southwest uniforms look like ball gowns. It was a great time to be a young man flying around California 🙂

[dmwalker 603]

 

Edited June 13, 2021 by dmwalker

[Mike A 338]

22 minutes ago, W2DR said:

I don't have any pictures, but those Southwest ladies don't hold a candle to the gals on PSA back in the early '70's. Compared to the mini-skirts worn by the PSA babes, those Southwest uniforms look like ball gowns. It was a great time to be a young man flying around California 🙂

Southwest literally copied PSA:

"Southwest Airlines copied PSA so completely that you could almost call it a photocopy."

https://en.m.wikipedia.org/wiki/History_of_Southwest_Airlines

 

 

[bobrbend 28]

18 minutes ago, dmwalker said:

 

I was lucky enough to work for the agency that did this campaign. Put National on the map for very completive NY to FLA routes.

[JRBarrett 3,070]

1 hour ago, dmwalker said:

 

Back in the day, all of National’s jets bore women’s names emblazoned on the forward fuselage.

[Paul Deluca 164]

Thanks Jim I remember those commercials.I'm trying to hide my feelings  about these commercials. Since this is a family oriented website, i'll keep quiet. LOL  Judy didn't last long when they merged with Pan Am.. The new National Airlines  wouldn't permit this today. Thanks for the memories Jim.

Edited June 13, 2021 by Paul Deluca