Max Azria opened the doors to the first London BCBG store in London last night with a party attracting London society and girls about town.

Guests included Robert Hanson & Masha Markova, Goga Ashkenazi, Tamara & Giorgio Veroni, Tallulah Ormsby Gore, Francesca Versace, Ben Grimes, Jameela Jamil, Olivia Inge, Marissa Montgomery, Petra Ecclestone, Henry Conway, Jade McSorley (Britain’s Next Top Model Winner).

It was a great party with music played by celebrity DJ Ben Grimes, as we washed down the delicious profiteroles and other canapés with champagne.

The brand is not as well known to us here in the UK, but no doubt it will develop a huge fan base especially considering it’s central location and reasonable price points.

The store is located at 23-25 Kings Road, London, SW3.  Sloane Square is the nearest tube.

Credit: Style.com, London Features & Getty