Fun-seeking festival-goers are helping to break a world record - and raise money for charity.
Escapade - one of UK's foremost fancy dress companies - is recruiting festival participants to dress as Superman at next weekend's Kendal Calling music festival, at Lowther Deer Park, Cumbria.
The stunt is hoped to break the Guinness World Record for the largest gathering of people dressed as Superman, and will also raise donations for Help for Heroes.
Kendal Calling is an award-winning Independent Festival set in the Lake District. Headliners this year include Primal Scream, Basement Jaxx, The Charlatans and Public Enemy.
Escapade's Bhupendra Maisuria, who is organising the World Record Attempt, said: "This year, not only will the festivalhave its fancy dress theme, but the whole weekend will be a celebration of the movies. This is a fantastic opportunity for people who are going to the festival to join in the fun and help us make history by creating a new Guinness World Record.
"We are calling on all festival goers to join us in our attempt to break the world record for the largest gathering of people dressed as Superman. The work that our servicemen and women do makes them the real life superheroes, so we want to support Help for Heroes and pay tribute to them by dressing as Superman for the day.
"Escapade will be providing the costumes free at the event, so all festival-goers need to do is complete a short form on our website to sign up for the world record attempt and they can be Superman for charity. People will also be able to make a small donation to Help for Heroes at the festival."
The current Guinness World Record for the largest gathering of people dressed as Superman stands at 566.
Escapade is a specialist fancy dress firm, based in Camden, London, with more than 30 years of experience in the business.
Maisuria said: "This is the first time we have attempted to break a world record but we have had a great reaction so far and hope that more people will sign up so that we can all become record-breakers!
"The festival is a brilliant event held in the beautiful Lake District and we are so excited about causing a bit of a stir and getting hundreds of people together to have fun for a great cause."
A spokesperson for Kendal Calling said: "We are delighted the team at Escapade approached us and we are working with them to make the challenge a success. We are happy to support this really fun attempt to break a Guinness World Record and are very much looking forward to seeing it all come together at the event.
"This year's festival is promising to be the best yet - and we hope as many of our festival-goers as possible will sign up to take part in this world record attempt."
The festival takes place next weekend (July 26-28).