[photos credit: Channel NewsAsia]
Some people took off their clothes and went almost naked just to get new clothes.
This morning, more than 100 semi-naked people were seen queuing up at the Orchard Central shopping mall since the wee hours of the morning.
They were queuing up because if they made it to the first 100 in the queue, they would get a free set of clothes.
And why half-naked?
It was part of Desigual’s Seminaked campaign.
The first Seminaked campaign actually started in Barcelona in 2005 as a fully-naked campaign.
Japan held the campaign in 2013. Singapore is the second Asian city to do so.
The campaign has also been held in more than 50 cities in London, Paris, New York and San Francisco.
The idea is for the customer to enter half-dressed and to come out fully dressed in new clothes.
The people in the queue were seen dressed up in underwear, boxers and tank tops.
By 8am, there were already 60 to 70 people in the queue.
But when the store opened at 9am, the crowd dashed in to get themselves covered up. It should have been quite easy to try on the clothes since there were not that many clothes to take off in the first place, so the whole store pretty much became the fitting room.
But was it easy to organise an event to get people to walk in Orchard Road in just their underwear?
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Ms Andrea Figueras, Desigual’s Marketing Communications Manager for the Asian Market, shared that many applications had to be made to the government and approved before Desigual could hold the event.
“We had to file a lot of applications. We also had to respect the fact that nobody can see from outside of the shop because there are people semi-naked inside.”
The first two people in the queue was housewife Sharene Ong, 39, and her husband Sahfiee Rashid.
She even started queuing up since 11pm last night.
"I did not know what time people were going to start queuing, being Singapore and all – people are very ‘kiasu’," she said. "In the end I told my husband I could not sleep at all, and he said ‘OK let’s go’, so that is why we were here at 11pm last night," she told Channel NewsAsia.