Bond girl Gemma Arterton caused a stir when she opened the Harrods summer sale wearing a glitzy dress and a beaming smile.
The Quantum of Solace actress was greeted on the red carpet outside the famous west London store by its former chairman Mohamed Al Fayed.
Scores of excited shoppers keen to bag a bargain also massed there, waiting for the doors to open at 9am.
Launching the spending frenzy from inside the shop, Gemma said: "Harrods has always been one of my favourite London stores so I'm thrilled that they invited me along to open the best sale in the world.
"So ladies and gentlemen, all I can say now is get ready, get steady, shop."
The hordes of customers then flooded in, heading straight for the heavily discounted designer goods.
But Gemma, sporting a sequinned black Balmain dress and boots, said she had her eye on the home ware this year.
"I've just finished doing up my house so I might go and have a look around the home section, which makes me sound really grown up," she giggled.
"Usually it would be shoes but yeah, it's linens and things like that."
Outside the building, classical music blared loudly from speakers, all but drowning out the sound of the anti-fur campaigners who had mounted a protest on the doorstep.
Photo: ę Getty Images
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