The first 100 people who turned up to Spanish label Desigual's store on Regent Street, London won an outfit of their choice.
Fashion fans started queuing up at 11pm last night and lots of people today left empty-handed after more than 300 people showed up.
Desigual's slogan was: 'Arrive half naked - leave fully dressed.'
As the doors opened this morning, shoppers rushed to grab items of clothing.
One 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.'
Shoppers in Stockholm, Amsterdam and Berlin were also treated to a free outfit if they turned up in their underwear.
A similar stunt by fashion shop Joy in 2009 ended in police ordering over 50 semi-naked girls to cover up after they stripped down to their underwear to win free outfits.
(courtsey...Metro Online London)
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