Queen's Road Central in front of Diesel's store resembled Amsterdam's red-light district on Friday night. The brand that preached 'Be stupid' has adopted the slogan 'Sex sells' this spring. In keeping with the tongue-in-cheek tone, the shop window was transformed into three full-length peekshow booths. However, the only thing the girls (and guys) were selling was clothes. But it did make for a sexy display and there was no shortage of pedestrians slowing down for a voyeuristic look.

Inside, there was more naughtiness. People lined up at a game booth for a chance to win Diesel so-called 'sex toys'. Basically, you had to match pictures of a pair of jeans in very suggestive positions with corresponding words for sex acts. As for the prizes: you had the choice of a novelty pair of X-ray glasses that supposedly can see through clothing, or an inflatable device to be stuffed in your pants called the 'trouser arouser'.

In addition to these gimmicks, there were also free hot dogs (to be chased with vodka). Diesel general manager Federico Tan remarked: 'We counted that 10,000 people walk by each day. There are only two things that make them stop: free food and sex.'