The event: BooHoo.com, a U.K.-based online fashion retailer, threw a star-studded viewing party at Beyoncé's "Mrs. Carter Show World Tour" L.A. concert Tuesday night at the Hyde Lounge at Staples Center to celebrate the company's first year in the U.S.
The scene: Before the show, guests perused the BooHoo collection on display in the lounge, looking over plenty of sparkles and party dresses for the holiday season. Stoli supplied cocktails for the dancing crowd, many of whom took pictures behind large Instagram cutouts with the hashtag #CrazyinBooHoo and munched on Beyoncé chocolate bars.
Zoe Saldana, Julianne Hough, Molly Sims, Victoria Justice, Anna Kendrick, Kate Mara and more rubbed elbows in the velvet-covered booths and swayed to Beyoncé's music. Celebrities and fashion bloggers dressed in sequins, leather, fur and mini dresses fit for a pop concert crowded around the front of the box and were seen dancing and singing to "Crazy in Love," "Love on Top" and other Beyoncé hits.
Quote of night: "Our brand is quite fun and so is Beyoncé," said Katie Curran, public relations director for BooHoo.com. "She's fun, she's accessible, and our brand is similar in its style and ideas."
The brand: BooHoo.com started in Manchester seven years ago and just recently launched in the U.S. It's an affordable mix of men's and women's on-trend dress and casual clothes, shoes, accessories and jewelry. The site features items from a variety of designers and manufacturers but the company also features an in-house-designed, limited edition collection of clothes from a line called Boohoo Boutique.
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