Inspiration: Behind the scenes - Happy Anniversary - Loaded magazine

The lads' mag first hit the shops in April 1994 and, in honour of 10 successful years, publisher IPC is staging an informal awards reception.

On 17 April, more than 450 celebs, staff and friends of the magazine will descend on West End club Rouge, which describes itself as "Sex and the City meets Studio 54".

IPC Ignite PR manager Nicola Woods says: "We want to create a light-hearted party feel. The winners will be there to celebrate but there won't be a formal awards ceremony."

Rouge will provide in-house catering and audio-visual, and a star-studded line up of pop and rock acts will provide the entertainment.

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