Oxford Circus was transformed into an impromptu catwalk, with models parading over its renowned four-way crossing.
The live spectacle, which took place across the iconic traffic lights of the London site for an hour on Friday, showcased models donning Black Friday deals.
The crossing is typically used by more than 43,000 individuals and 2,000 vehicles every hour.
Joining the models was Drag Race UK star Tomara Thomas, in a live party-wear catwalk show dubbed 'People Will Talk...'
A representative for fashion label boohoo, which organised the catwalk, stated: "What better place to get clothes in front of people. While thousands cross over at Oxford Circus every day, they don't often see a drag star on a catwalk.
"As party season gets closer, it's important to start planning your outfits sooner rather than later so you can look and feel your best."
The brand, known for its cheeky campaigns, set up the stunt to unveil its Cyber Weekend offers, with followers of its social channels also offered the opportunity to win a £1,000 cash prize.
English (US) ·