Wilson v Southwest Airlines Co

Southwest Airlines hired females only to cabin attendant positions and required they wear hot pants in response to the mostly male passengers. Male applicants claimed this was unlawful sex discrimination. The company argued it was needed to protect the business’ image, which had recently included an advertising campaign promising 'love in the sky'. This was argued as a Bona fide occupational qualification (BFOQ) by Southwest.

The Texas Court held the men won because the business’ essence was transporting passengers and the ‘love in the sky’ ads were not central enough and did not meet primary function of the business.

The case triggered a series of other complaints. A Hooters class action case was settled without resolution of the law.

• US labor law