Arrive Half-Naked, Leave Fully Dressed Campaign By Desigual

The first 100 through the door got a free top and bottoms, but everyone else who turned up in their underwear got treated to 50 per cent off Desigual's summer collection. Every person in the queue, many of them students, was given a number to hang around their neck, denoting the order they had arrived at the shop in. They were also given Desigual goodie bags over night - but finally got their hands on the real goodies when the doors of the retailer's flagship store opened at 9am, allowing them to 'Enter half-naked, leave fully dressed'. Crowds flooded through into the store - many heading straight for the denim section - grabbing their favourite pieces before leaving the shop fully clothed. One 22-year-old girl told The Evening Standard: 'I have been queuing from 2am this morning, it's been amazing - a little cold but definitely worth it to get some free clothes.' The stunt also took place in Berlin, Stockholm, Madrid and Prague. In London, the half-naked shoppers were serenaded by Australian band Set Sail as they queued.