Four people were taken to hospital after an advertising board featuring an image of supermodel Kate Moss collapsed on London's busiest shopping street.
The hoarding for fashion store Mango, on Oxford Street, fell at 4.15pm (0515 Thursday). It was initially feared shoppers had been trapped but emergency services later confirmed that was not the case.
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Three women and a man were injured - one with a suspected back injury, while the others suffered minor injuries.
Shocked passers-by posted photographs of the scene on Twitter, one of which showed police officers struggling to hold up the giant picture of Moss.
Part of the street was closed to traffic while emergency services attended, one eyewitness said.
A London Fire Brigade spokesman said: "Three fire engines, four fire rescue units and around 40 firefighters are at the scene. The police and London Ambulance Service are also at the scene.
"It is not thought at this stage that anyone is trapped but around four people are thought to have been injured."
A London Ambulance Service spokeswoman said: "We were called just before 4.15pm to Oxford Street to reports of a collapsed hoarding.
"We sent three ambulance crews, two single responders in cars, a motorcycle responder and a duty officer."
There was no answer at the Mango store on Oxford Street. Moss started modelling for the Spanish retailer earlier this year.