"I am a chav. I don't think it's a bad word, not to me. To me it's about culture

Louis Tomlinson still cannot shake the One Direction mob.

- Louis Tomlinson

It’s the first, big realisation I have as the growing horde of girls barely into their teens — many of whom have been waiting for 10 hours, others who have flown in from Italy, and some accompanied by their doting fathers — alert me to the location of the Soho party he will be throwing for his fashion label, 28, later this evening.

Inside, as a cocktail bar, make-shift band set-up and rails of clothes made in China are being frantically erected, the security is flustered and tweens outside squawk and slam on the windows. I find Tomlinson, 33, hiding in the basement alongside a crate of warm Peroni beers, two bottles of vodka and a basket filled with Skittles and crisps. Hardly the red carpet treatment.

"Do you mind if I smoke," he says, as he sits forwards in a black leather chair, wearing a cream, button-up knit short sleeve shirt with a bouquet of roses embroidered on one chest — of his own design — with loose fitting, blue jeans. Next to his box-fresh, white Adidas Stan Smiths stands a water glass which he is using as a make-shift ashtray. I do not. He lights a cigarette, before cracking open a beer using his lighter with the speed and smoothness of a seasoned pro. He is wearing a fair bit of concealer — his make-up artist stands, at the ready, in the corner of the room — and his long, eyebrow-length fringe is tousled.

"I must have the easiest f***ing rider of all time," he says. "As long as I've got my vodka Red Bulls and a pack of ciggies, I'm alright."

While Tomlinson appears somewhat erratic, his hand constantly gripped to one of the green bottles, he is effusively energetic with a singing Northern twang, keen smile and friendly nature.

At 5ft 7in he is not overbearing in stature, and kindly repeats his vodka is for sharing.