A Chinese airline has taken mile-high service to the next level by dressing its cabin attendants as butlers and maids.
Spring Airlines, a Shanghai-based budget operator, came up with idea as part of its 'cosplay' - or costume play - promotion.
Airline bosses have comparing it to Japan's maid and butler cafes.
Spring Airlines is dressing flight attendants as maids and butlers as part of a new promotion
Demure: Spring Airlines' previous outfits, pictured, were more traditional than the maid outfits they have now been issued
However, according to Kokatu.com the promotion has attracted criticism in the Communist country and is being viewed as 'excessive'.
According to Shanghai Daily, people online are saying that the airline should attract attention with good service and cheap fairs.
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There are also concerns about whether the outfits will negatively impact service or possibly pose safety risks.
For example, the publicity shots show female flight attendants with their hair down, instead of pulled back, and wearing heels.
According to reports, there are also concerns about whether the outfits will negatively impact service or possibly pose safety risks
Cosplay promotion: A Spring Airlines Airbus A320 on the tarmac at Xiamen International Airport
'The airline should respect their crew members because flight attendants are still quite different from maids and butlers,' wrote one individual on a Chinese social networking site.
Instead, the country's traditional formal wear, the microblogger added, would be more acceptable.