Tube commuters took the front row for a taste of the new season today as London’s first high street fashion week kicked off with a show on the underground.

London fashion week starts in a few days’ time and will remain the preserve of A-listers and journalists. But the “pop-up” style event, which is aimed at promoting the best of Oxford Street, saw models posing in autumn’s newest looks, including sparkly dresses and six-inch heels, as bemused passengers looked on. The “People’s Catwalk” ran on the Central Line from Tottenham Court Road to Marble Arch – the mile and a half length of Oxford Street. The show started at 10am, missing rush hour, and lasted 20 minutes, much longer than regular shows, which often last for under 10 minutes despite hours of waiting.

Eight models showed a range of designs from high street favourites Debenhams, House of Fraser, John Lewis, Marks & Spencer, Next, River Island, Selfridges and Uniqlo.

Laura Ramos, communications manager for the New West End Company, one of the organisers of the show, said: “With London fashion week coming up we wanted to do something that was more accessible to the public. Normally fashion shows are reserved for the fashion elite and the tube show was an opportunity to grab a slice of what it’s like. It’s a great showcase for the high street as people can go straight into the shops and buy what they saw.

“This stunt was the first in a week-long calender of events. We’ve had a really positive reaction and it’s going to become a regular thing. Hopefully it will be even bigger in February. We’ve got 15 retailers involved this time but we’re hoping to expand that.”

Other events will include live DJ sets, champagne receptions, promotions and discounts.