A woman fell from the fourth-floor escalator in Debenhams on Oxford street in central London on 27 September. Getty

A woman reportedly fell from a fourth-floor escalator at a Debenhams store on Oxford Street in central London on 27 September. The unidentified woman was taken to a hospital following the incident, which is not being treated suspiciously.

The woman who is said to be "serious but stable", landed after an advertising sign broke her fall on the basement floor.

"There was a very loud bang and lots of screams. It was really awful – no one really knew what to do. It was very, very busy and there were a few kids," said a 19-year-old customer to Evening Standard.

"I witnessed a lot of people running outside crying and covering their eyes. Everyone was just in shock. The ambulance and police turned up and they cordoned off the basement. We left before they took her away – she was there for quite a while."

A Met spokesman and London Ambulance Service spokeswoman confirmed being called to the scene around 3:15pm local time.

"HEMS treated a female, reported to be in her 20s, for multiple injuries. We took her as a priority to St Mary's Hospital for further treatment," said a London Ambulance Service spokeswoman.

Meanwhile, Debenhams is conducting a thorough investigation into the matter. Social media users also took to Twitter to share their observations as the incident unfolded.