Hundreds of enthusiastic shoppers queued around the block to snap up bargains after Victoria and David Beckham donated a shop's worth of their clothes to the Chelsea branch of The British Red Cross charity store.
The charity, which hopes to raise £40,000 from the donation, filled the shop full of the celebrity couple's old clothes with a limit of one item for each customer.
All proceeds go to the Red Cross' relief effort for Typhoon Haiyan, which has killed more than 5200 people and displaced more than 4 million.
The British Red Cross Director For Fundraising, Mark Astarita explained how the Beckhams' generous donation came about.
"We've launched across the country 'Shop Drop For The Philippines'. We're asking people to donate clothing to a Red cross shop around the country," he said. "We asked Victoria a few days ago if she would tweet about it. She loved the idea and spent a couple of days turning out her wardrobe and filled this shop with their clothing. And we're turning those clothes into cash for the Philippines."
Shoppers had queued since the early morning and demand was so high that security was forced to operate a one-in one-out door policy.
It is hoped that the celebrity donation will encourage others to bag up their old clothes and hand them over in order to raise more money for the Philippines Typhoon relief effort.
Presented by Adam Justice