Men and women were invited to queue outside of the New Look store in Marble Arch, dressed only in their underwear to show how far they would go for their love of fashion and for the chance to win a share of thousands of pounds of clothes, as part of a PR campaign developed by Spendid Communications.
The crowd braved the nippy morning weather to get their place in the queue from 6.30am for the opening at 8am.
The first 20 people received a £100 voucher and a session with a New Look stylist, the next 100 people received a £50 voucher and the following 100 people a £25 voucher.
New Look said that some people did not even bother putting their clothes back on when they got in the store to spend their vouchers.
The "New Look, The New Now" campaign is aiming to highlight the season's latest fashions with affordable clothing. The £3m ad campaign has been created by communications agency Naked and design and advertising agency Odd.
DM specialist Baber Smith has created the CRM programme and John Ayling Associates is responsible for media buying.
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