Firefighters have been tackling the enormous blaze at the Grenfell Tower block since just before 1am this morning and the public could only watch on in horror as residents called out for help from their windows.
One of those people was a man who was seen waving a jumper, hoping someone would spot him from below.
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The man, thought to be in his 50s, has now been rescued from the 24-storey building after being stuck inside his apartment for 12 hours.
He was pictured being carried away to safety by paramedics and firefighters, before being treated for any injuries.
Twelve people have been confirmed dead in the blaze, with Metropolitan police expecting the death toll to rise.
Dozens of people have also been taken to hospital for treatment.
Credit: PA
One witness described seeing a woman drop her baby from the ninth or 10th floor of the building.
Samira Lamrani has told the Telegraph: "People were starting to appear at the windows, frantically banging and screaming. The horrific fire has resulted in a number of fatalities as well as dozens of injuries.
"The windows were slightly ajar - a woman was gesturing that she was about to throw her baby and if somebody could catch her baby. Somebody did, a gentleman ran forward and managed to grab the baby."
Another woman, called Zara, spoke to LBC Radio, telling them she had seen a woman throw her son, who she believed to be about five, out of a window.
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She told the radio station: "One woman actually threw her son out of the window. I think he's OK. I think he might have just had some broken bones and bruises.
There has been an outpouring of support for the residents caught up in the tragedy.
TV chef Jamie Oliver has also pledged to help those in need.
He told his fans on Instagram: "To any of the 100's of FAMILIES affected by this terrible fire at Grenfell Tower Notting hill today, you are all welcome to come hang out in my restaurant and be fed and watered by my Jamie's Italian team.
"We are in the Westfield just around the corner. Food and drink free of charge so just go and speak to my manager Juan and we will sort you out and give you some love .... this is for victims of the fire. Our thoughts, love and prayers are with you all big love Jamie."
There's no information yet as to what sparked the inferno. But an action group from Grenfell Tower is believed to have written a warning in which they said the building could be a fire risk, adding that 'only a catastrophic event will expose' the issues, the Independent reports.
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A spokesperson for Theresa May has released a statement which reads: "The Prime Minister is deeply saddened by the tragic loss of life in the Grenfell Tower and is being kept constantly updated on the situation."
Sources: the Independent, the Telegraph, LBC Radio
Featured Image Credit: ITV/Good Morning Britain
