However, while there was clearly no question that he looked like a twat, it was proving hard to look less likeable than this...

Also at the launch, Daisy Lowe and mother Pearl, Henry Holland (who could have done with wearing a bit more plaid), Pam Hogg and doppleganger Jaime Winstone, Trinny Woodhall, Jo Wood and Jodie Kidd.

Soup ahoy!