Playboy and party animal Calum Best joined his drinking buddies to launch the new Soda party at Liverpool's famous Newz Bar.
Best, 28, arrived with good time friends former EastEnders actor Dean Gaffney and Bill star Gary Lucy for the opening night of glitz and glamour at the celebrity hangout.
Invitees were urged to dress for the cameras in satins and silks, masks and hold-ups, lace and leather.
Mixing the tunes at Soda was Creamfields dance favourite DJ Anton Powers.
The renowned ladies man and son of the late Irish football legend George Best, arrived at the exclusive party in a blue grey chequered shirt and jeans for the event.
Also attending the opening night at News Bar was former Big Brother contestant Imogen Thomas and Rascals frontman and musician from The Last Shadow Puppets, Miles Kane.
In 2009, Best appeared as a guest judge in reality television show Paris Hilton's British Best Friend, in which he tested the contestants' flirting abilities.
The Reality TV star of 'Celebrity Love Island', has also dated many celebrity models including; Lindsay Lohan, Kate Moss, Agyeness Deyn, Nicole Ritchie, Reese Witherspoon, Kate Hudson and Swedish television host Carolina Gynning.
sue, county durham around 9 months, 2 weeks ago