One of London's busiest shopping weekends was spectacularly disrupted when UK rap legend Giggs delivered a surprise live performance on Oxford Street, bringing the iconic thoroughfare to a complete standstill.
Chaos and Crowds on the Capital's Busiest Street
The unexpected event unfolded on Sunday 30 November 2025, right in the heart of the Black Friday sales frenzy. The Peckham-born artist, famed for tracks like Incredible Sauce and Peligro, arrived outside the John Lewis store in a taxi branded for the luxury jewellery label CRAFTD.
Within moments, the scene descended into chaos as hundreds of shoppers and fans swarmed the pavements. Videos rapidly spread across Instagram and TikTok, showing massive crowds jostling for a view. The most dedicated fans even queued for a chance to climb inside the specially decked-out cab for an intimate, one-on-one performance with the rapper.
Social Media Erupts as West End Grinds to a Halt
The pop-up stunt had an immediate and dramatic impact on the surrounding area. Frustrated shoppers took to social media to warn others to avoid the vicinity entirely.
One TikTok user, @Stephkurke, bluntly advised: “Whatever you do, don’t go to Oxford Circus today.” Another witness commented on the sheer scale of the disruption, stating they had to cross the road because there was “no chance I was getting through that without a fight.”
User Gaastlygab joked hyperbolically that they would have had “a better chance fighting in the trenches during WW1” than navigating through Oxford Circus that day. The congestion was exacerbated by scheduled Tube maintenance works, with reported queues snaking through side streets.
One elated fan who managed to get into the taxi described the experience as feeling “like a dream,” adding, “Just chatted to Giggs casually.” In contrast, a regular London visitor named Keely, who claims to have visited the city close to 50 times, called it the “worst” she had ever seen the West End.
A Marketing Stunt for 'Melted' Luxury Jewellery
Giggs and CRAFTD later confirmed the spectacle was a meticulously planned marketing launch for the brand's new Melted Collection. The luxury men's jewellery line, which features precious stones set within molten bezels, officially launched on Monday 4 December 2025.
Alex Cannon, founder and creative director of CRAFTD, explained the brand's goal was to inject some “rap royalty” into the Christmas shopping chaos. “As if Oxford Circus wasn’t chaotic enough … we thought we’d drop Giggs into the heart of the action for a series of impromptu performances that brought the place to an actual standstill,” he said.
Cannon added that seeing the rapper, a long-time champion of the brand, in the new collection was a “proud moment.” Giggs now joins a prestigious list of celebrity CRAFTD fans, including Zayn Malik, Lando Norris, Rio Ferdinand, and Steven Bartlett.
The bold move successfully fused high-profile entertainment with luxury retail marketing, creating a memorable – if gridlocked – moment in London's pre-Christmas calendar.
