To celebrate the showing of their latest collection, YMC teamed up with Men’s Health magazine and Liberty’s for a shindig at the Liberty’s store on Regent Street. Guests were treated to cucumber gin and tonics, juggled and tossed together by very skilled and enthusiastic bar staff. There were also DJ sets from the likes of The Horror’s Rhys Webb and Martin Green and a performance by Telegram.

By 9pm the entrance queue trailed half way down the street and inside the party was in full swing. Famous faces included Samuel L Jackson, Tinie Tempah, Eliza Doolittle and David Gandy.