'More men die from cancer because we're too dumb and too macho to talk about it' - Samuel L Jackson
Samuel L. Jackson is an advocate for men checking themselves regularly, looking for early signs of cancer in a bid to prevent the disease from spreading.
As part of the 65-year-old's tireless charity work, he last night hosted a star studded ball for One For The Boys, an organisation raising awareness of male cancers.
"The fact is, each year, more women are diagnosed with cancer but more men die from it because we're too dumb and too macho to talk about it," Samuel told WWD. "I get everything checked, all the time, I want to know what's going on with my body. We can't be afraid of the information."
The lavish bash was held at London's Natural History Museum and had a guest list that boasted the likes of Jeremy Piven, David Gandy and Colin Firth.
Many of the famous men in attendance took to the stage as part of a catwalk show, with Mr Selfridge star Jeremy attempting to break dance before hobbling off stage.
“I'm such an overdramatic ham, I had to bring something to the catwalk that the other boys wouldn't. Or couldn't," Jeremy laughed.
Simon Pegg enjoyed his turn as model, but couldn't hide his disappointment that Tom Hiddleston didn't make an appearance on the runway.
"Off to stride down the catwalk like a boss, in aid of the One For the Boys cancer charity with @SamuelLJackson and @twhiddleston. Word(s)!
"That was fun! @SamuelLJackson’s super selfie to follow. No sign of Hiddlesbiddleswiddles though. Maybe he was keeping it low key (Loki). Ha! (sic)," he tweeted.
The event wasn't short of female stars either, who were in attendance to encourage the opposite sex.
Margot Robbie, Pixie Lott and Holly Valance all wowed on the red carpet.