Ryanair, the low-cost airline that travellers love to hate, has launched its new charity calendar by parading half-dressed air hostesses through London.
The launch comes just two days after controversial Ryanair CEO Michael O'Leary found himself criticised for flirty comments in a Twitter live-chat on Monday.
The budget airline says the 2014 calendar is the “best ever” and features “13 cabin crew stunners”.
It was shot on location on the Greek Island of Crete.
The Teenage Cancer Trust was chosen from more than 400 interested charities as the recipient of the €100,000 (NZ$165,000) proceeds from the 2014 calendar sales.
Accustomed to criticism that the calendar objectifies its flight attendants, Ryanair simply shrugs it off, saying it will "defend the right of its sexy cabin crew to strip down for charity".
It claims a recent survey revealed 99 percent of its customers support the calendar and just 10.5 percent believe it should include men.
Ryanair spokesman Robin Kiely told the Daily Mail there were no plans to include men in a future calendar.
"The sad fact of life is that calendars featuring male crew don’t sell and therefore don’t raise funds to support cancer research."
The airline sells the calendar for €10 or £10 on board, and says it always sells out fast.
Since its first charity calendar back in 2008, the airline has raised more than more than €600,000 (NZ$1,157,000) for charity.
Watch the making of the video below: