Will.i.am launches i.am+ foto.sosho

We caught up with the musician and entrepreneur at his extravagant launch party in London's One Marylebone

Will.i.am upped the stakes for Sundays everywhere last night by hosting a decadent party, complete with Cirque Du Soir fire eaters and contortionists, to celebrate the launch of his i.am+ foto.sosho camera accessory.

Partygoers were greeted at London's One Marylebone by iconic lookalikes - from Marilyn Monroe to Kate & Wills - plus the sound of sets from David Guetta, Idris Elba, Lemar and Will.i.am himself.

We snuck upstairs to see the charming musician and entrepreneur and were treated to a quick demo on the white and gold model slung round his neck, whilst talking twitter, Britney, and his penchant for custom-made clothes (well, we are a fashion magazine...).

The star added: 'I am proud to finally launch the i.am+ foto.sosho app and camera to the world from London. Our product fuses fashion with technology, changing the way you look at a smart phone. The i.am+ foto.sosho camera will make your smart phone brilliant.'

The i.am+ is the first of its kind, uniting the real-time connectivity of an iPhone with the much-loved point-and-press technology of old school photography. Right now, it's compatible with 4g/4gs iPhones - watch this space for iPhone 5...

The i.am+ is launching exclusively into Selfridges.

Visit www.i.am