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On the evening of Thursday 10th October 2013, London's cool crowd congregated at the ultimate birthday party to celebrate the imminent 180th anniversary of edgy make-up brand Rimmel. 

This must-attend, invite-only event was a fabulous reflection of Rimmel's cutting-edge style - past, present and future. The fashion elite partied with Rimmel ambassadors Kate Moss and Georgia May Jagger, who arrived in authentic London style in Rimmel-branded black cabs. Guests also witnessed a unique fashion show and enjoyed a surprise performance from the capital's hottest music artist, Rita Ora, who, as recently announced, is the latest style icon to collaborate with Rimmel. Rita's exclusive capsule colour collection will be released in March 2014, ensuring that Rimmel is beginning the next 180 years with a bang. 

To kick-off the event, guests were treated to a celebration of Rimmel's 180 year history and 180 years of ‘London cool' through fashion, make-up, video and music. Rimmel's trend-setting heritage was brilliantly brought to life through a stunning fashion show involving 18 models representing 18 iconic looks from 1834 to 2014. To perfectly capture the eye-catching essence of each era, all of the make-up looks were created by Rimmel's international make-up artist, Kirstin Piggott. Once the final model took her place on stage, the line-up formed a chronological living timeline of Rimmel's and London's rich history of beauty and fashion. 

A stellar evening of Entertainment; Rita Performs & Fat Tony DJs
To the delight of the audience, the eighteenth model was none other than singer-songwriter Rita Ora, who epitomises today's cool London look. Showcasing the look of tomorrow, Rita went on to thrill party-goers by performing her hit singles 'Shine ya light', 'Hey ya' and 'RIP', followed by DJ Fat Tony - a close friend of Kate Moss - on the decks to keep the party pumping. There was no doubt that the Rimmel event was the envy of London town. 
 
Rita Ora's Capsule Collection
International chart sensation Rita Ora is known for her unique sense of edgy British style, making her the perfect partner for trend-setting Rimmel. The London-raised star is joining forces with the leading-edge brand to create an exclusive, limited-edition collection of the hottest nail and lip shades for spring 2014. With her signature strong lips, platinum hair and widely followed fusion of catwalk and high street fashion, Rita's fresh and constantly evolving style reflects her London roots. A life-long fan of Rimmel and a self-confessed make-up addict, Rita has an innate instinct for playing with adventurous colour. The young artist will be taking inspiration from the capital's happening music and fashion scene to create a capsule colour collection that reflects the London street vibe and her own eclectic glam style. Her forthcoming special-edition make-up shades will be the perfect way for Rimmel to celebrate its 180th anniversary with the world. 

Photos by David M. Benett/Getty Images for Rimmel London