Desigual is giving new meaning to the term guerrilla marketing this Fashion Week. First, they released a web video to promote it’s Undie Parties in NYC on September 23 & 28 (watch the vid below). And yesterday, the brand’s Undie Girls & Boys spread the word — in the flesh — at NYC Fashion Week.

They caused a commotion at Lincoln Center, explaining (in their undies), that the first 100 arriving at Desigual’s 2 NYC stores (in their undies) will leave in a free Desigual outfit. Strip down and snag more info here!

EXTRA CREDIT: CLICK HERE TO SEE THE EXCLUSIVE NYFW UNDIE PHOTOS