Category: Media & Culture / June 21, 2013 5:13 PM EDT
Shoppers in Madrid, hard-pressed or fun-loving or both, had an opportunity to leave a clothes store wearing free merchandise on Friday (June 21), so long as they entered it in their underwear.
Desigual, a Catalan clothes company, kicked off the summer sales season with its annual promotion, giving free clothes to those who went to the shop semi-naked.
The day started with a tour by bus around Madrid's centre, during which the prospective shoppers enjoyed dancing and waving to passers-by.
"I love it. I think this is a new experience completely different and we have to try it," said Irene, one of the semi-naked girls while she was in the bus.
The initiative started in 2009 and since then, every year there are more and more people who join the party, but there are also some veterans who don't want to miss this opportunity for getting free gear and meeting new people.
"(I came) because of the free clothes but this is the third time that I've come and the people and the party are worth it because you meet many people here that otherwise you wouldn't know in your whole life, so you can strike up a new friendship or something like that," explained Ascaris.
Free clothes and a tour around Madrid centre has proved both a successful marketing tactic and a memorable experience for many of those taking part.
"It was fantastic, being semi-naked in Madrid in a bus… " said a semi-naked woman while she was looking for clothes.
Madrid, Barcelona and Paris are the main places where Desigual hosts this semi-naked party, but many other Desigual branches in Europe give also free clothes twice per year, during the summer and winter sales season.
Video Credit: Reuters