Appear only with underwear, in winter, in a mall might sound crazy but that’s exactly what a hundred people did this Tuesday morning in Lisbon.
The unusual fact is due to the campaign that offered Desigual wear to the brave people who were at 09:00 at the door of the shop at Dolce Vita Tejo, in Lisbon.
Many young people arrived early and stayed in underwear at the store, not even the cold prevented them from waiting, in the expectation to take home the clothes no cost. Some arrived as soon as 1:30 a.m., just to make sure that when the doors opened, they were entitled to this late Christmas gift.
The men in boxers, women with lingerie that included stockings and high heels, all dressed eventually leave the store with the right to choose two pieces, free.
The campaign repeated the initiative done in other cities where the Spanish brand operates, like Barcelona, Madrid and New York in the event known as “undie party”.
Store managers considered that Portuguese responded well to the initiative as by 9.00 a.m., many people who went to the Dolce Vita Tejo no longer made it into the list of the first one hundred, but, according to Beatriz Almeida from brand communication department, they received a voucher with fifty per cent discount on branded products.