As their songs continue to soar in the charts, their attempt to get into a top London nightspot was apparently not matched by similar success, as a doorman refused them entry with the comment “They're going in one direction, and that’s away from here.”
It would seem the laid back boyband image that has earned Harry Styles and his band mates such notoriety across the globe, as well as a collection of celebrity friends including model Cara Delevingne, backfired after they were reportedly not deemed well dressed enough to grace Robin Birley’s latest London nightspot.
Despite remonstrations from fans reportedly asking doorman Claud Achaume if he knew who the famous fivesome were, the ‘What makes you beautiful’ singers’ celebrity status was not deemed enough to override the smart dress door policy of 5 Hertford Street.
The £28 million members club, launched by Mr Birley last year, has a door policy similar to other exclusive nightspots in the capital that cluster around Mayfair, but the club declined to comment on the incident.
The exclusive nightspot has a number of famous connections, increasing its celebrity in the city scene.
In February it was revealed eco-financier Ben Goldsmith, Mr Birley’s half brother, had been appointed to the board of 5 Hertford Street. The Goldsmith family is believed to hold a minority stake in the club, as do the Reuben family – led by billionaires Simon and David Reuben.
Being seen at 5 Hertford Street comes at a high price, with membership believed to cost around £1,500 a year – on top of a joining fee of £750.
But after the five members of One Direction netted around £5 million each last year, it would seem the cost would not have been too much of a concern to the fivesome.
Mr Birley is the former owner of exclusive London members club Annabel’s, founded by his late father Mark Birley in 1963.
The family have achieved notoriety in the capital, both for making their mark on London’s members club scene as well as for a public family feud.
In 2006 Robin Birley was unceremoniously cut out of his father’s will, and it is rumoured the pair never resolved their disagreements. His father instead left the bulk of his £120 million wealth to his only daughter India Jane.
Robin Birley was given a token £1 million, which later rose to £35 million after an out of court settlement.
Mr Birley made his fortune from a chain of sandwich shops and opened exclusive 5 Hertford Street in June last year – which has been hotly tipped as a rival to the infamous Annabel’s.
The feud between the siblings – who are now believed to be estranged - deepened when India Jane sold her father’s former home, £17 million Thurloe Lodge, in 2011 and put a number of his possessions up for auction earlier this year.
Annabel’s too is in the exclusive Mayfair district, home to clubs which charge members hundreds of pounds to grace their bars and restaurants.
In fact, all under 30, One Direction would qualify for the cheaper junior membership at the exclusive Annabel’s which costs £250 to join but jumps to £1,000 for the over 30s. The annual junior membership for the band would cost a further £250 each.
Despite finishing third in the X Factor in 2010, One Direction made their fortune after appearing in the show – notching up 30 million sales across the globe over two years.
And their latest encounter at 5 Hertford Street looks unlikely to have an impact on their meteoric rise. They achieved success across the world with their second album, ‘Take me home’, released in November and reaching number one in 27 different countries, and immediately sold out a UK and Ireland Arena tour this year.
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