Pop artist Jessie J kicked off the Christmas season by switching on the world famous Oxford Street Christmas Lights.
Ten thousand shoppers watched performances from Jessie J, X Factor winner James Arthur and singer Conor Maynard at the renowned Oxford Street Christmas Lights Switch On hosted by department store, Selfridges.
The 2013 Oxford Street Christmas Lights features 1778 baubles along the street - lit up by 750,000 LED lights - with the whole scheme designed to look like falling snow.
The Oxford Street Christmas Lights Switch On marks the official start of the festive season on in the West End, which historically takes over £1bn in sales during the Christmas shopping season.
Jessie J said it was ‘an honour’ to be switching on the Christmas lights this year.
The shopping street, which is now dubbed Ox St in all marketing material, began a £25m five year rebrand this summer as it aims to boost extra trade.