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.
Desigual
Desigual is a casual clothing brand based in Barcelona, Spain, which is noted for its patchwork designs, intense prints, innovative graffiti art and flamboyant splashes of colour. Founded in 1984 by Thomas Meyer, from Switzerland, the company has been led by Manel Adell since 2002. Desigual sells men's, women's and children's clothing and accessories. It achieved a 60% annual growth from 2002 to 2009, and a turnover of over 250 million Euros in 2009. Turnover in 2010 was €435 million, 44% up on the previous year. In 2011 it employed 2,900 people of 72 nationalities.