It doesn't matter how many wacky neon Wayfarer RayBans it flogs, there's always been some distinctly Sock Shop-y or Tie Rack-y about Sunglasses Hut, which might be why they threw a party and invited London's cool 'cr3w' (honestly, that's what they call themselves) as a little rebranding exercise. Did it work? Meh...

It didn't really help that most of the invitees, presumably there for the goodie bags, didn't wear the shades during photocall - maybe because they knew that wearing sunglasses inside is a dickhead move - or maybe because they didn't want to cover up their beautiful faces...

Honestly, Pixie Geldof is looking decent these days (compared to this anyway). Alice DelLOL on the other hand... putting the fish in fishnets since 2006.

Talking of ROCK, man, Katie Waissel also made an appearance in a Metallica t-shirt. What do you think her favourite album is? Master of Puppet or Kill 'Em All? (don't go getting any ideas).

And, yep, Jaime Winstone was there - solely for the purpose of making Waissel and Dellal's chins look delicate.

Also, Nat Weller would be wearing those shades even if he wasn't at a sunglasses party.

Finally, has that gardener from Desperate Housewives who went out with Nadine Coyle given up on Hollywood and moved to London? He's been lurking in the background of all our most z-list parties this spring - he'll be delighted that someone's noticed... Maybe Coyle could introduce him to Cheryl Cole when she returns in a minute...