BrewDog party like it's 1971 at the launch of Reiss' new clothing collection

Punk IPA found itself in the handbags and clutches of the London fashion scene last week as BrewDog took up the somewhat weighty title of sponsor beer at Reiss' 1971 launch party.

As the fashion house's glass fronted Barrett Street shop became awash with some 500 of the big smoke's most promising young fashionistas and glitterati, the likes of Lou Hayter and the Golden Silvers belted out fittingly stylish DJ sets to match.

With party-goers quickly opting for bottles of Punk over champers, there was more than one occasion where various cliques stood huddled together inspecting - or indeed posing with - bottles of BrewDog's finest.

The same groups could then be seen at the end of the night huddled round a very different kind of dog - one that arrives in a bun, covered in ketchup.

Even the fashion industry has to have its guilty pleasures.