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Hot Pants, Love Potions, and the Go-go Genesis of Southwest Airlines

Go-go boots clattered across the tarmac as a group of young women scrambled into place at Dallas’s Love Field airport. The boss wanted a photograph. “Okay, girls,” said Lamar Muse, the president of Southwest Airlines. “Y’all smile.”

It was 1971, and Southwest had recently put its first official flight into the air. Muse asked a group of “hostesses,” as the flight attendants were then called, to pose for a snapshot he planned to send to Harding Lawrence, the CEO of Dallas-based airline Braniff International.