United Airlines Passenger Dress Code Leggings

Photo: Courtesy of United.

Proving that policing the bodies of women and girls is not limited to prom dresses and armpit hair, good old United has jumped into the fray this morning. The airline apparently banned some female passengers, including a 10-year-old child, from boarding because they wore — wait for it — leggings. If you're wondering, "Aren't leggings the very bedrock of airport fashion, for toddlers and off-duty models alike?" we're right there with you.

Activist Shannon Watts, a Refinery29 contributor and the founder of Moms Demand Action, was the first to notice Leggingsgate happening this morning as she was boarding a fight in Denver — and she live-tweeted the whole ordeal.

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2) She's forcing them to change or put dresses on over leggings or they can't board. Since when does @united police women's clothing?
— Shannon Watts (@shannonrwatts) March 26, 2017

3) Gate agent for flt 215 at 7:55. Said she doesn't make the rules, just follows them. I guess @united not letting women wear athletic wear?
— Shannon Watts (@shannonrwatts) March 26, 2017

United responded as brands are wont to do after being publicly shamed on social media. The airline explained that according to its "Contract of Carriage," it does have the right to refuse passengers whom it deems "improperly clothed." Why wearing comfortable stretch pants for a long flight is "improper," however, is an as-yet unanswered question — especially when the wearer is a child.

A 10-year-old girl in gray leggings. She looked normal and appropriate. Apparently @united is policing the clothing of women and girls. https://t.co/RKsIFoE8pq
— Shannon Watts (@shannonrwatts) March 26, 2017

Although United seemed to initially argue that the passengers' attire was simply "improper," it soon changed its tune to explain that the girls in question were "United pass" travellers, a.k.a. family members of United employees. Therefore, their dress requirements are more stringent. Again, it's unclear why this includes a) leggings and b) children.

Of course, Twitter has been having a field day with this outrage all day, with parents, journalists, and high-profile folks like Patricia Arquette lambasting the brand for its sexist policy. Some have even pointed out an oh-so-hypocritical United ad that features a flyer wearing leggings.

@PattyArquette Patricia, as stated, these were United representatives. We hold our employees to the highest of standards. ^FS
— United (@united) March 26, 2017

@shannonrwatts Hey, @united, you know how this ends, right? Images of women in leggings tagging you on social as they fly your competition.
— Jenn (@jennvzande) March 26, 2017

@united Leggings are business attire for 10 year olds. Their business is being children.
— Patricia Arquette (@PattyArquette) March 26, 2017

Journalist/Platinum flyer here, @United: You block girls in leggings from flights but you're promoting yourself w/THIS tweet? @shannonrwatts pic.twitter.com/wdCB34aqT8
— Jeff Yang (@originalspin) March 26, 2017

Despite the negative feedback, United continues to double down on its refusal to apologise. Instead, it's tweeting essentially the same illogical argument, over and over again: These girls did not follow the rules, they did not meet the standards of United's employee dress code. Somehow, it doesn't make a difference that they are not employees — or adults, for that matter.

The passengers this morning were United pass riders who were not in compliance with our dress code policy for company benefit travel.
— United (@united) March 26, 2017

@PattyArquette The attire of the pass traveler did not meet our rules. ^FS (2/2)
— United (@united) March 26, 2017

United seems to have gone downhill fast since what may have been its high point: its adorable holiday commercial back in December. What with tightened carry-on limits, ranting pilots scaring off passengers, and now this, the airline is going to need to act fast in order to win customers back — and by "act" I don't mean "refuse to apologise and instead just send the same tweet over and over again for a day."

We reached out to United for comment earlier today but have not heard back. We will update this story when and if we do.