A bizarre new reality TV show in Denmark has revealed the naked truth about people's consumer lifestyles - by making its stars walk the streets in the buff.
The show - appropriately named Undressed - claims to strip away all the participants' defences by making them live stark naked in an empty apartment, which seems logical.
Four contestants each move into a separate flat in Copenhagen with absolutely nothing - but can get one of their possessions back each day by dashing in the nude to a storage box near their apartment.
Participant Katerina Grube - a 23-year-old student - says she never normally leaves the house without at least an hour checking her make-up and blonde hair extensions and spends thousands each month on clothes.
She explained: "I hoped that the experience would help me reduce my addiction to things I don't really need. I can't do a thing without checking my iPad or doing my make up.
"I thought maybe I could realise that I'm beautiful without 70 layers of stuff."
The 30 day experiment shows filming from inside the apartments and covert footage of the nude stars dashing through the streets trying to avoid being seen.
Katerina said: "You somehow feel free, but also very exposed. I told myself that I might just as well enjoy it, because it would be a once in a lifetime experience but it turned out to be a real emotional rollercoaster."
She added: "To start with you have nothing - not a stitch, no furniture, nothing at all - and you can earn one thing at a time by getting to the bin. It could be a credit card, it could be a pair of knickers, anything.
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