Four people were taken to hospital after an advertising hoarding featuring supermodel Kate Moss collapsed on Oxford Street, London's busiest shopping street, on Tuesday afternoon.
The hoarding, for fashion store Mango, fell at 16:15 GMT. Three women and a man were hospitalised, one with a suspected back injury, while others suffered minor injuries.
Shocked shoppers posted photographs of the scene on social media, with one image showing police officers struggling to hold up the giant picture of Moss. Part of the street was closed to traffic as emergency services attended.
A London Fire Brigade spokesman said: 'Three fire engines, four fire rescue units and around 40 firefighters are 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 Scotland Yard spokesman confirmed the injured included a man in his early 60s, a woman in her mid-40s and a 23-year-old woman. He added: 'Police carriers backed on to the hoarding to support it while efforts were made by workmen to secure it. It was the kind of hoarding that surrounds a shop when it is being refurbished.'
The Health and Safety Executive has been informed and is making initial inquiries.
