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Last night the place to be seen at London Fashion Week was off the main party circuit at an event thrown by Mohamed Al Fayed to celebrate the launch of Outkast singer André 3000’s fashion line in the UK.

André 3000, undoubtedly one of the most creative people in showbiz today, was met by a phalanx of celebs and quasi-celebs including singer Estelle, TV presenter Alexa Chung, celebrity daughter Coco Sumner, shoe guru Jimmy Choo, fashion designer Ozwald Boateng, high school supermodel Olivia Inge and DJ Natt Weller.

André 3000 said his Benjamin Bixby fashion label celebrated a "passion for craftsmanship and individuality (that would) appeal to someone with an eclectic point of view and a sense of adventure.”

The collection itself takes cues from early American college football, integrating traditional collegiate style with a vintage-inspired 1930s athletic look.

From affordable polo shirts, tweed trousers, and oxford shirts to pricier hooded woollen duffle coats the collection is not prohibitively expensive. With a tailored look that deploys a mix of classic and refined fabrics, Benjamin Bixby pays homage to old-world craftsmanship.

Where most rapper / entrepreneurs' fashion side-projects traverse fairly familiar territory of athletic street wear and blinging suits, Andre 3000’s label, true to the artist’s exploratory sensibilities, is considerably more unusual, heralding the arrival of a worthy new designer to the world of male fashion.

Benjamin Bixby is exclusively available at Harrods: 020 7730 1234 or www.harrods.com