Joey Essex made a huge statement with his outfit on Monday as he stepped onto the red carpet wearing a a stylish scarf around his head.
The former TOWIE star appeared in London at the UK launch of streaming site Paramount +, rubbing shoulders with a whole host of Hollywood A-listers.
But many would be forgiven for not immediately recognising the reality star as he elected to drape a Chanel scarf around his head which momentarily obscured his identity.
Along with the blue, black, red and white Chanel headscarf, Joey wore a pair of mirrored sunglasses and a stylish three-piece black suit complete with a navy Chanel tie.
The Essex native's attire is a completely new fashion style for the 31 year old who usually opts for more of a masculine sporty look.
Joining Joey at the event were stars including Sex Education actress Gillian Anderson, Michelle Pfeiffer and Sylvester Stallone.
His appearance at the event comes as Joey is set to star in a new Paramount+ reality show, All Star Shore.
The show will see 14 famous faces from the world of the reality TV, with stars from Jersey Shore Family Vacation, Love is Blind, RuPaul’s Drag Race, Geordie Shore, Acapulco Shore, Bachelor in Paradise and many more making an appearance.
The show will take place in Gran Canaria, Spain and start on 29 June. Viewers will watch on as the celebs take on a set of "epic party-style challenges" like "Party Pong" and "Shots and Found."
Those already confirmed to appear on the show are: Vanessa "Vanjie" Mateo (Ru Paul's Drag Race), Trina Njoroge (Love Island), Ricardo Salusse (Rio Shore), Marina Gregory (The Circle Brazil), Luis “Potro” Caballero (Acapulco Shore), Karime Pindter (Acapulco Shore), Johnny Middlebrooks (Love Island), James Tindale (Geordie Shore), Giannina Gibelli (Love Is Blind), Chloe Ferry (Geordie Shore), Blake Horstmann (Bachelor in Paradise), Bethan Kershaw (Geordie Shore) and Angelina Pivarnick (Jersey Shore: Family Vacation).
Joey's iconic red carpet appearance comes after he recently took part in the Australian version of I'm a Celebrity.
He was reportedly paid a huge sum of money for his time on the show. An insider told Daily Mail Australia that he was paid more than £226,790 (AU$400,000).
They said: "They needed star power and Joey was able to negotiate a three-figure deal upwards of AU$400,000."
The former TOWIE star was reportedly the highest paid celebrity from this year's camp, followed by Nathan Buckley who earned £170,092 (AU$300,000) for his time on the show.
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