There is a bizarre twist to the ongoing story of “Here comes Lady Branson in red”, which will see 60-year-old billionaire Sir Richard Branson of the Virgin Group serving as a flight attendant wearing the striking red AirAsia outfit for the day on the May 1 AirAsia X’s London-Kuala Lumpur flight,

AirAsia Group CEO Dato’ Sri Dr Tony Fernandes (pictured left with Branson), who won the wager with Branson over which of their F1 teams was faster in the 2010 F1 season. has now thrown a challenge to anyone who dared shave Branson’s legs – but for a heady sum of £400,000.

Any of the 160 passengers on the special charity flight are eligible to bid for the “honour”. with the sum going to charity as well. Bidders must have a confirmed ticket for the charity flight or the cocktail charity evening, which will be held in Putrajaya, Malaysia on May 2.

The auction’s successful bidder will shave the billionaire’s legs in Standsted airport before the AirAsia flight leaves London for Kuala Lumpur, once he’s unveiled as an AirAsia flight attendant.

“As an AirAsia flight attendant Richard would have to comply to our grooming standards, and that includes shaving his legs,” Fernandes said.

“Rather than shave him myself, Richard and I thought we could have a bit of fun, engage with our guests and raise more money for charity if we opened up the opportunity to the highest bidder,”  he added.

Branson is, however, allowed to keep his signature facial hair.

Proceeds of both the bidding and flight ticket sales will go to beneficiaries to be identified by AirAsia and Virgin Unite, Branson’s non-profit foundation.

Visit AirAsiaGo.com for more information.