richard branson to dress as stewardess

apparently he lost a bet, and his end of the deal is to dress in one of his own stewardess uniforms on his Virgin airlines
http://www.brisbanetimes.com.au/travel/travel-news/branson-to-serve-as-airasia-stewardess-after-losing-bet-20101116-17v0v.html

Apparently he's done this before