A special photo shoot has taken place to mark the start of the UK’s first dedicated menswear showcase.
Model David Gandy and presenter Alexa Chung were joined by apprentice tailors to be photographed on the famous Savile Row.
Iconic British brands such as Dunhill, Hackett and Margaret Howell will host catwalk shows and presentations during the three-day London Collections: Men event.
British success story
“Men’s fashion is a fantastic British success story - from the established houses of Savile Row such as Richard James, to new and emerging talents like James Long,” Culture Secretary Jeremy Hunt said.
“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.”
The photoshoot came as the GREAT campaign released three new films celebrating fashion and design with contributions Burberry creative director Christopher Bailey and GREAT ambassadors Victoria Beckham and Sir Paul Smith.