For the beginning of the sales season in Milan, Desigual has organized its 1st Italian "Seminaked Desigual Party" held on Saturday 6th July in the Milan Corso Buenos Aires Desigual store.

Similar to past initiatives held in Desigual stores in cities such as Barcelona, Madrid, Paris, New York, Tokyo, San Sebastian, Marbella, Berlin, London, Amsterdam, Lisbon, Cologne, New York and San Francisco, the event has involved the first 100 people who managed to get a special bracelet-pass on 28th June. This special group of uninhibited volunteers presented themselves on 6th July at the Milan Porta Genova station and were brought to the Desigual store by two Sexy Buses, where they were kindly invited to strip off most of their clothes.

Each of them could pick two items each from the store's offer for free. The initiative was started in 2005 and has to date involved approximately 8,000 people.