, like all awards ceremonies, has become a fashion circus, and attendees at Tuesday night's event did their best to grab the red-carpet attention, despite the pouring rain. For the event's 30th anniversary at Earls Court in London, some of British music's biggest names – from Liam and Robbie to Cheryl and Pixie Lott – rubbed shoulders (and umbrellas) with their American counterparts in the form of Jay Z, Alicia Keys and, of course, Lady Gaga.But posing in their finery was just the beginning: many performers underwent multiple outfit changes. However, it became clear that many of the, have followed this year's male lead and exercised some restraint. Of course, no one wants that from the likes of Gaga or Cole, and nor , of tasteful beige gowns work – leave that to next month's Oscars. But Brits 2010 seemed the year that elegant men gave the more outlandishly costumed women a run for their money.
