Jason Gardiner and Janice Dickinson, both known for their caustic comments on TV talent shows, swapped the judging panel for the front row at London Fashion Week.
American model Janice, who used to judge America's Next Top Model, turned heads at Paul Costelloe's show, which kicked off the biannual event.
Sporting purple tights similar to those worn by the models, the former I'm A Celebrity star cast her eye over the tweed, plaid and metallic designs showcased on the catwalk.
At one point she turned to a friend and said approvingly: "That's to die for."
Jason, an outspoken judge on ITV1's Dancing On Ice, looked dapper in a grey suit and cap in the front row at the show in Somerset House.
The pair greeted each other enthusiastically afterwards.
Famous names expected to attend the shows over the next six days include Alexa Chung, Daisy Lowe and Pixie Geldof.
Harold Tillman, chairman of the British Fashion Council, remained tight-lipped about the stars who will bag front-row seats.
"We like to keep it as a surprise. But there's always a great line up of celebrities," he said.