In case you missed it, there was a giant crowd of people in their underwear downtown on Friday. It's not like we don't experience this often — between No Pants Day on BART, Lovefest, Folsom Street Fair, Pride, and so on, we see a lot of our citizens in their skivvies (and less).
This time, however, the underdressed weren't out celebrating their bodies and the city's high-tolerance nudity laws, they were trying to get clothed by Spanish design company Desigual. The store's location on Powell Street and Ellis is a fairly recent addition to the shopping strip, and to publicize its arrival, the company invited San Franciscans to line up outside the store in their underwear. The incentive? The first 100 in line would receive a free outfit. With exhibitionism very near and dear to our hearts, we were excited to see the turnout.
However, there was an alternative for our more conservative clothing addicts to score a free fix. Desigual offered an Instagram contest in conjunction with the Undie Party. (Instagram is a social networking platform for capturing and sharing photos; developed here in San Francisco in 2010, it now boasts more than 10 million users.) Instagram users could submit images of Desigual merchandise, stores, and so on, by tagging them with #undieparty and #desigual. The photographers of the most “liked” pictures were promised a spot in the lucky 100.