Label PR launched Forever Unique by Alex Gerrard with a fashion show at the Barton Arcade and after-party at exclusive celebrity haunt the Circle Club last night, and called on a host of WAGs. soap stars and pop stars to make it a night to remember.
Mrs Gerrard wore one of the more expensive items from her new collection, the £190 Aisha terylene dress.
Representing the WAG contigent was Emile Heskey's fiancee Chantelle Tagoe, Stephen Ireland's girlfriend Jessica Lawlor, Wes Brown's wife Leanne and Hollyoaks actress Sheree Murphy - wife of Galatasaray player Harry Kewell.
There were plenty of TV stars too with actresses from Coronation Street, Hollyoaks and Emmerdale all being represented.
Leading the soap stars was pin-up Michelle Keegan in a black mini-dress and gold waistcoat and her Coronation Street co-star Brooke Vincent in a blue Forever Unique dress with Flamenco sleeves.
Also from Corrie was Debbie Rush, whose glam appearance in a Forever Unique lace dress from a far-cry from her dowdy housewife character Anna Windass, and Vicky Binns, who played Molly Dobbs.
While it was Alex's big night, Hollyoaks actor Kieron Richardson got plenty of attention as he marked his first night out since he 'came out' as gay on This Morning on Wednesday.
The 24-year-old actor, who came third in Dancing On Ice earlier this year, admitted he had told his friends and family about his sexuality four years ago, but decided to go public when he learned his Hollyoaks character Ste would be having a homosexual experience.
Richardson was joined by past and present Hollyoaks co-stars Claire Cooper (Jacqui McQueen), Saira Choudry (Anita Roy), Kelly-Marie Stewart (Hayley Ramsay) - who suffers from Guillain–Barré syndrome - and Leah Hackett (Tina McQueen).
Cooper and Hackett - who left the soap two years ago - already co-own their own fashion business, a clothing rental company called The Closet with their co-star Jennifer Metcalfe.
Gerrard's new autumn/winter 2010 collection is split into two parts- Alex Glam and Alex Rock - to reflect her different dress senses - and range in price from £30 to £245.
While her Glam collection features more animal-print and sequins, her Rock counterpart includes military-themed clothing and skull designs.
Speaking about her range, she said: 'I’ve got quite a lot of classic pieces that I tend to accessorise to make them more edgy.
'When I was putting the collection together I sat down with the design team at the very beginning and chose fabrics, key shapes and trends. The team were brilliant to work with and allowed me to be as creative as I wanted.'
