DIARY: The lure of lingerie proves irresistible to Branson

It seems Sir Richard Branson just can't pass up the chance of a good bash, especially when it involves scantily clad women, half the country's journalists - and the launch of a flagship London store for his lingerie brand Virginware.

Despite orders from Branson's team of corporate comms gurus for 'no girls' in the pre-party Virginware photocall, the business tycoon couldn't resist the chance of a few snaps surrounded by ladies in lingerie.

Gabrielle Shaw account director Samantha Durchslag, who heads the Virginware consumer brief, said: 'He took down details of the launch at the photo shoot earlier and then rocked up unexpectedly.

'He bought lots of women's stuff, for his daughter, I imagine.' Naturally.

Clearly nothing comes between Branson, a party and the promise of 'show-off-your-strap bras, sparkling lace camis and sporty, sexy tank tops'.

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