FRANCE. Lyon. Semi-naked customers at a winter sale at Desigual shop. 2012.

Shoppers picking out their free clothing.

In France, the dates of major sales ("les soldes") are set by the government, not stores. The winter sales officially begin this year on January 11, and the Spanish clothing chain Desigual has instituted an original sales promotion at its Lyon store. The first 100 customers who are willing to enter the store in their underwear are offered a free top and a free bottom - a coat and pants, for example. People waited all night to be selected, and raced into the store at 9 AM.