£100 million set to flow into coffers of designers as buyers lap up British style
LONDON FASHION WEEK kicks off again this weekend, with the capital's style fraternity determined to ride the wave of the feel good factor washed in by the Olympics and Paralympics.
"London is like the epicentre of the world for everything and I think it really showed in the closing ceremony of the Olympics how influential and important British fashion is," said Brix Smith-Start, fashion TV presenter, owner of east London boutique Start and one-time wife of Mark E. Smith out of The Fall.
"After the summer we've had, I expect designers will channel it into their work, and we'll see a celebration of Britishness and also a confidence to do something completely different and new," said Libby Banks, editor of mydaily.co.uk, a fashion website.
While LFW can't quite match the phenomenal crowds that turned up at the 2012 Games, 5,000 buyers, celebs and journalists are expected to attend the various venues across town including Somerset House (pictured) that host the long weekend of clothes watching (14-18.09.12).
Buyers are predicted to place orders worth some £100m with the 110 designer brands on display, showcased at 82 catwalk and other presentations, forty of which are to be streamed live via the official London Fashion Week website.
As is the winning way with LFW, established designers like Christopher Kane, Erdem and Burberry Prorsum rub shoulders with up-and-comers such as Rag & Bone.
Among the tickets reckoned to be the most sought after this time around are Mary Katrantzou, Meadham Kirchoff and Preen.