Among the fashion conscious of Beverly Hills it’s the place to shop – and now a branch of Ed Hardy is opening in Glasgow.

The hip fashion brand is favoured by David Beckham, Mariah Carey, Pamela Anderson, Paris Hilton, Jessica Alba, Peter Andre and Katie Price.

They have all been spotted in clothing from Hardy, which will open its first Scottish outlet in the former home of All Saints in Buchanan Street.

The firm has outlets in prestigious locations such as Mercer Street in New York’s SoHo, Melrose Avenue and the Beverly Center in LA, and the Fashion Show Mall in Las Vegas.

It opened its first UK store in the new Westfield development in London last November.

Designs, which include T-shirts, denim, leather and accessories, are inspired by the work of a tattoo artist called Don Ed Hardy.

The clothes are designed by French-born Christian Audigier, known as the King of Jeans.

Now based in LA, he has worked on other brands including Diesel and is credited with making another label, Von Dutch, trendy. He owns a nightclub in Las Vegas,

Glasgow Chamber of Commerce chief executive Stuart Patrick said: “Ed Hardy is a hot name in fashion, with major stores in leading retail cities.

“To have this brand coming to the heart of Glasgow is yet more proof of the ever-growing attraction of our city centre as a style location that has everything from premium brands to the cutting edge like this.”

Scott Taylor, Chief Executive of Glasgow City Marketing Bureau, said: “It is a real coup for Glasgow that a hip international fashion brand like Ed Hardy has chosen to open its first Scottish store on the city’s style mile.

“This latest exciting addition to the style mile clearly demonstrates the demand from cutting-edge brands for a retail presence in Glasgow and reinforces the city’s status as the best shopping experience in the UK outside London’s West End.”

A spokeswoman for the store said: “Second to London we were looking for exciting opportunities all around the UK and Glasgow’s Buchanan Street seemed perfect.

“It will be very funky, with tattoo prints around the store.”

The shop will have 10 staff and will open in the first week of August.Prices start at £55 for a T-shirt.