Introduced by Paul Cook, former drummer of punk act The Sex Pistols, and sporting a brown T-shirt emblazoned "Gio-Goi", rocker Pete Doherty made his debut as the new face of the new label on Thursday.

The 27-year-old Babyshambles frontman and reported fiancee of supermodel Kate Moss was showcasing clothes he inspired for Gio-Goi's rock'n'roll spring/summer 2007 collection at a gig in the car park of the Selfridges department store in London.

True to his shambolic reputation, Doherty was more than an hour late, having apparently lost his way inside the store.

"Sorry for the delay, I was in the specialities department," Doherty told the waiting crowd, before whipping off a 30 minute set that showcased his new single "The Blinding".

The ex-Libertines singer, struggling to overcome addiction and in and out of court on drug possession charges in recent months, helped design a range of T-shirts emblazoned with the words "Drug Free" and "Too Much Rock and Roll".

"We believe Pete is a modern day icon. We got rock and roll vibes at Gio-Goi. So it's a match made in heaven," Gio-Goi co-founder Chris Donnelly told Reuters.

Manchester-based Gio-Goi, which dresses acts including The Streets, Arctic Monkeys and Paddingtons, was re-launched in 2005. It dressed a host of British rockers in the past including The Rolling Stones, Happy Mondays, Oasis and Primal Scream.

Doherty's foray into fashion comes a few months after Moss landed herself a deal to design a collection for British high street fashion chain Topshop.

Despite his often disheveled appearance, with a trademark trilby hat and tight-fitting trousers, Doherty has been the long-time inspiration of Dior Homme designer Hedi Slimane, who outfits his models with sharp and skinny suits.