Barcelona “fast fashion” brand Desigual is harnessing the power of user-generated nakedness to generate buzz for their two Manhattan stores. The first one hundred people to show up in their underpants at the Soho location tomorrow at opening time will receive a free outfit. Those late to the “undie party” receive half off.
So far the bare ploy for publicity is working. The pre-event coverage includes Crain’s, New York magazine, and the Daily News, who even found the one person offended by the pre-event video shoot (above) involving models depecting the expected frenzy.
So far 526 are planning to drop trou in the name of fashion tomorrow. Desigual is hosting a second party next Tuesday at their other store at 34th and 5th.