Introduced by Paul Cook, former drummer of punk act The Sex Pistols, and sporting a brown T-shirt emblazoned “Gio-Goi,” rocker Pete Doherty made his debut as the new face of the new label.

The 27-year-old Babyshambles frontman and reported fiancée of supermodel Kate Moss was showcasing clothes he inspired for Gio-Goi’s rock’n’roll spring/summer 2007 collection at a gig in the car park of the Selfridges department store in London.