David Gandy and Alexa Chung were joined by a group of apprentice tailors from London's famous Savile Row for a photo shoot celebrating the start of the UK's first dedicated menswear showcase London Collections: Men.
The GREAT campaign aims to promote the UK as the preeminent place in which to visit, study, and invest. The GREAT campaign also released three new films on YouTube celebrating fashion and design with contributions from Christopher Bailey and GREAT ambassadors Victoria Beckham and Sir Paul Smith.
Jeremy Hunt, Secretary of State for Culture, Olympic, Media and Sport said:
“Men’s fashion is a fantastic British success story - from the established houses of Saville Row such as Richard James, to new and emerging talents like James Long. This first-ever London Men’s Fashion Week will help to showcase the industry throughout London’s Olympic year and will show why Britain is such a fantastic place to visit, study and do business.”
Caroline Rush, CEO British Fashion Council, added:
“London Collections: Men provides the perfect backdrop for ‘Fashion is GREAT’ highlighting the incredible breath of creative talent that we have here in the UK. It is such an exciting time to be in London and we are thrilled to be playing our part.”
The inaugural London Collections: Men’s Schedule brings together an exciting array of London’s brightest menswear stars, British heritage brands and international names who will show across the three day celebration of men’s fashion.
Iconic British brands including Dunhill, Hackett and Margaret Howell will host catwalks shows and presentations alongside a selection of heritage brands and tailors from London’s esteemed Savile Row.