Bargain-hunters told to dress in swimwear but...bikini antics too naughty for Orchard Rd?
They arrived, ready to bare most of their bodies.
I went, ready to envy and enjoy the eye-candy of bikini babes and hunks sporting six-packs.
But the event, organised to create buzz for the opening of Desigual's flagship store in Orchard Central, was more disappointing - at least to gawkers - than daring.
The shop's representatives let the bargain-hunters, almost 100 of them, cover up with kimono-inspired Desigual bathrobes while waiting.
Given the event's daring tagline "Come in your swimwear, we got you covered", I expected the party, which started at 9am, to be similar to those the chain had held in Europe: A group of people unafraid to bare skin.
Unfortunately, Desigual blinked and went coy.
The idea was created to kick-start the store's sales promotion by giving Desigual fans a chance to bag a free outfit.
The first 100 people to queue outside in their swimwear would be given an hour to pick an outfit in which they would leave with for free.
But organisers from the Spanish high-street fashion label decided against giving Singaporeans the same experience that bargain-hunters had in Europe because of concerns over Singapore's conservative culture.
Ms Andrea Figueras, 32, a Spanish representative who is marketing and communications manager for Desigual Asia, said: "The kimono-inspired Desigual bathrobes were provided to participants in the brand's effort to adapt and respect the more conservative Asian culture and religion."
Desigual's Seminaked Party in Tokyo last year also saw participants wearing bathrobes.
She also confirmed with The New Paper that they were "advised by authorities to cover participants in bathrobes when in public".
It is not known who issued the advisory.
TNP understands that before obtaining a permit for the event, organisers had to comply with regulations that ensured that the experience, for as long as it lasted, would remain private.
The store's floor-to-ceiling glass windows at the front and the back had to be covered with a black curtain to prevent others from gawking at the swimsuit-clad bargain-seekers.
LEGAL
Was the promo a breach of laws? Is it illegal to wear a swimsuit in a public place?
Lawyer Amarick Gill said: "It's unusual, but it's not illegal. There is a big difference between illegal and improper.
"Illegal is when a woman decides to walk down Orchard Road naked."
But that does not mean you escape the risk of being stopped by the police if you are caught strutting down any public place "half dressed".
He explained: "The police could think you are a psycho and send you to the Institute of Mental Health for a psych evaluation based on the fact that they think it's improper and unusual."
Another clothing chain, Abercrombie & Fitch, had in 2011 created a stir when it had topless men posing outside its store at Knightsbridge mall in Orchard Road. Those models were not told to cover up.
There were complaints only after a four-storey-high billboard display featuring a topless male model in low-slung jeans was put up. The ad was later taken down.
Desigual's decision to cover up the shoppers comforted the more reserved participants like Ms Pearly Wong, 34.
"I'm glad they gave us bathrobes to cover up. I'd feel very weird if I had to sit and wait along Orchard Road dressed in a swimsuit as people walked up and down."
But none of that mattered the moment they were ushered into the store and given the cue to strip down to their swimsuits.
Scattering to every corner of the store, the participants started rummaging through the clothes, strategically picking out items that were most worthy of a free grab.
Each of the participants, most of whom were women, were allowed to choose between a top and a bottom, a dress or a jacket.
Pleased with their free outfits, they left - fully clothed.
Mummies get Seminaked
MAMA MIA: Miss Pearly Wong (left) with her mother, Mrs Isabel Wong.
MOTHER OF TWO: Mrs Emma Austen-Jones, a blogger.
The first Seminaked Party in Singapore hosted by Spanish high-street fashion label Desigual saw a rare combo of mother and daughter in swimsuits.
Mrs Isabel Wong, a 63-year-old housewife, and her 34-year-old daughter, Pearly, a passenger relations officer at Changi Airport, stripped down to the bare minimum for some freebies.
Cool mother? Not quite. She had to be convinced. "When she first told me about it, I asked her, 'Are you mad?'" said Mrs Wong.
"Do they have an age limit? What if I'm too old and they just throw me in some corner with the dustbin?"
But when her daughter mentioned the freebies and assured her that there was no age limit, Mrs Wong agreed.
In a tankini (a bathing suit combining a tank top) and swimwear bottoms that clung to their thighs, mother and daughter seemed overjoyed the moment they were given the green light to rummage through the store's clothes.
They made a decision to save on winter-wear by picking out jackets for their trip to Europe next year.
Approaching the counter, Mrs Wong was told that she had exceeded her one-outfit limit.
"I thought we could take two jackets - one long-sleeved and the other short-sleeved," she laughed.
Mrs Wong was not the only mother daring enough to show up at the event.
FUN
Mrs Emma Austen-Jones, 38, a mother of two, decided to join the fun after reading about it on Facebook.
"It's not every day that Desigual gives away free clothes," said the blogger.
She was 25th in the queue when she turned up just before 7am.
As quirky and carefree as she seemed, Mrs Austen-Jones revealed after the event that she was actually quite fearful about flaunting her body.
"I was mega worried about revealing so much flesh in a public place. But then there was such a great atmosphere that I forgot my fears," she said.
Get The New Paper on your phone with the free TNP app. Download from the Apple App Store or Google Play Store now
