Gwyneth Paltrow has never been one to shy away from a risky style choice.

Whether she is baring her legs in tiny shorts or opting against a bra in the now infamous sheer black dress she wore to the Oscars in 2002, the 37-year-old actress is no stranger to the faux pas.

Which makes her combination of swept-back hair and cleavage baring dress at the Louis Vuitton store opening in London last night less surprising - but no less awful.

New style: Gwyneth Paltrow debuts a sleek updo at an event to relaunch Louis Vuitton's Maison store last night

Monochrome: Gwyneth's dark grey dress from the Louis Vuitton cruise collection contrasted nicely with the dress worn by close friend Elle Macpherson

It's hard to know quite what the Iron Man 2 star was looking to achieve with the hair, while the daring keyhole dress, from the Louis Vuitton cruise collection, was a brave choice for a mother of two.

And quite what was happening with the bows on her heels only Louis Vuitton would be able to say.

Still, Paltrow wore the outfit confidently to the relaunch of the store in Bond Street, showing little sign of the extra weight she revealed she has put on for her latest role.

Playing a country singer in new movie Now Love Don’t Let Me Down, Gwyneth was told by the director that she would need to bulk up for the role.

She explained: 'Basically, I play a country western singer and I had been in great shape for Iron Man 2 and the director said, "I don’t want you to be so muscly".

'So it wasn’t so much gaining weight as [a means of] just trying to soften up the edges a bit and not work out so much.

Ladylike: Gemma Arterton (left) and Alexa Chung in a shirt and skirt from next season's Louis Vuitton line

Sexy: Daisy Lowe (left) and Kirsten Dunst showed off their trim figures in corseted prom-style dresses from the label's collection for next season

'I gained probably like 10 pounds. I tried to gain more, but I think I was also working so hard and such long hours that, you know, it was offset - my Bridget Jones attempt!'

However, Gwyneth's weight gain was barely noticeable as she joined stars including Elle Macpherson, Gemma Arterton, Daisy Lowe and Kirsten Dunst at the event.

Many of the celebrity guests opted to wear Vuitton, with Daisy Lowe and Kirsten Dunst going girly in shin-length prom dresses, while Pixie Geldof and Alice Dellal decided to take more of a risk in plunging and mini dresses respectively.

Sleeveless and sexy: Thandie Newton (left), in a dress from last year's spring line, and Jerry Hall enjoy London's warm weather in their dresses

It was no surprise that so many stars turned up to the launch of the new store, which is revolutionary in its luxuriousness.

The three-floor, 1,500 sq m shop sells accessories, jewellery and clothing. But that's not it.

As well as a bookshop which sells bespoke works for around £3,000, there is a top floor 'apartment' for VIP shoppers and a bag bar, complete with bar stools and a rotating bag stand.

But it's not only women the store caters for, as it also has a men's club room on the lower-ground floor, complete with sofas for those tired of accompanying their other halves on a shopping spree.

Pixie Geldof took the plunge in a summery dress

Sophie Dahl showed off her long legs in trousers

Alice Dellal is ever the trendsetter in a tiny minidress

And despite its luxurious decor and obviously wildly expensive interior, Louis Vuitton's creative director Marc Jacobs acknowledged that it was difficult to promote the store relaunch in such a way that wouldn't be 'insensitive' to those suffering in the recession.

He said: 'Clearly it’s gross if you carry on spending in an insensitive way when people are being laid off or having a hard time.

'On the other hand, wanting to shop and experience the finer things in life are both natural instincts.

'The question is how to indulge those impulses in a way that’s sensitive to others and doesn’t ultimately ruin the experience by leaving you feeling guilty.'

Family affair: Jade Jagger attended with one of her daughters, while Emilia Fox arrived with her brother

Nice to see you! Pixie and Alexa catch up at the extraordinary Bond Street store