Young Madrid shoppers have been stripping down to their underwear to get their hands on free clothes in possibly the most outrageous sale of the season.
Dozens of young people stripped down to their underwear to bag themselves free clothes in Madrid last week.
The challenge by Spanish fashion label Desigual called “Seminaked Desigual” was advertised on social media.
The brand said that anyone who turned up to its flagship stores in Madrid or Barcelona in just their underwear could take home two garments for free.
According to reports, scantily-clad customers, mostly in their twenties and thirties, started queuing outside the respective stores including the flagship off the Gran Via from 6.30am on 22nd June.
The challenge ended in little under an hour, and those who spent too long wondering which items to grab risked leaving empty-handed.
The most popular items picked up as part of the challenge were reportedly higher-value goods, such as bags, coats, jackets, shirts, and trousers.
According to local media, some participants had not heard of the challenge previously and had simply joined in after seeing it taking place.
One young woman told local media: “I see it as being in a swimsuit on the street, that’s it.”
Another, 29-year-old Sebastian, said: “It is obviously a unique experience, different but quite fun.”
Local media revealed that everyone who took part in the challenge was able to leave with their freebies and no one who turned up in their underwear left empty-handed.
The Spanish retail giant has long had a reputation for off the wall marketing which has made them a favourite for many millenial and young shoppers.