REALITY TV stars came out in force to celebrate the opening of a new bar that promises to bring some of the glamour of London clubs to a town centre.

Loughton High Road was filled with models and personalities from hit show The Only Way is Essex on Thursday March 31, for the opening of Luxe on the corner of Smart’s Lane.

One of the bar’s owners, fashion designer Adam Ryan, who also features on the show, said: “It exceeded every single expectation. Many members of the cast and crew of The Only Way is Essex came along. They’re all lovely.”

The bar was known for violence in its previous incarnation as the Crystal Lounge, when it was linked with a 150-person brawl in the High Road in November as well as several smaller fights.

Mr Ryan said he wanted to leave this image in the past and attract a more sophisticated, older clientele.

“What we’re not going to do is rush to fill the club,” he said. “We want to attract a more upmarket crowd.”