Australian brand UGG opens its first central London store in Covent Garden - and celebrities including Jodie Kidd, Mica Paris, Pearl Lowe and Freema Agyeman have already made a visit to the store (1)

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COVENT Garden was braced for more UGG madness today after the brand opened its first central London store in the West End.

The capital has been in the grip of something approaching an Ugg obsession in recent weeks and eager shoppers started turning up hours before doors opened at the Australian boot maker’s new spot in Long Acre.

Celebrities, desperate to get first dibs on new styles, flocked to the store’s launch party last night.

Model Jodie Kidd, actress Summer Strallen, former EastEnders star Tamzin Outhwaite, TV presenter Mica Paris, and Doctor Who’s Freema Agyeman were among those checking out the latest designs.

While Strallen brought her dog Bam Bam to the champagne reception before taking to the stage as Maria in the Sound of Music, Pearl Lowe used the event to kick off her hen night, showing up with friends including singer Lisa Moorish and DJ duo Queens of Noize.

A spokeswoman for UGG said: “Jodie Kidd, Tamzin Outhwaite and Freeman Agyeman all picked out new styles from the A/W collection while actor Martin Freeman, who stars in The Office, picked out small boots for his children.”

The sheepskin-lined boots first hit the UK in 2003 and became an instant fashion "must-have" when Kate Moss and Sienna Miller were spotted wearing them.

More recently they seem to have become a hit among A-listers’ offspring with Material Girl Madonna’s adopted son David Banda, Kate Hudson’s son Ryder and Adam Sandler’s daughter Sadie all modelling the popular kids’ range.

An army of security guards were on hand this morning to deal with the anticipated crowds keen to be the first through the door.

President of UGG, Connie Rishwain said: “We are thrilled to put our mark in Covent Garden, such an exclusive shopping destination in London.”

Among the best-sellers in London are the £225 Knightsbridge, the £185 Mayfair and the Classic Cardy for £110.

The new store will also shop a range of handbags, outerwear, scarves, gloves, handbags and slippers.

Pics:UGG launch

Plus:Stylish celebs