Kim Kardashian brought Oxford Street to a standstill as she launched her new fragrance.
Hundreds of fans queued outside Debenhams - with some camping overnight - to catch a glimpse of the US reality TV star, as she made her second appearance in London.
Dressed in a clingy purple and orange ensemble from the Gucci spring/summer catwalk, Kim, who asked for her fans' input as she created the scent, waved to the screaming crowds, but only met 200 lucky people who bought her new perfume and were given VIP passes.
"When I started developing my fragrance, I really took inspiration from the feminine, pretty things I surround myself with - I thought about what makes me feel confident and special, and translated that into a scent that all women can enjoy," she said of her eponymous fragrance.
The 30-year-old, who got engaged to basketball player Kris Humphries last month, previously wowed in a black floor-length Dolce and Gabbana gown at the Glamour Women Of The Year Awards, where she took home the gong for entrepreneur of the year.
Kim Kardashian the perfume is available exclusively at Debenhams now, and in major stores from July.