London Fashion Week: £100m of orders set to be placed

LONDON is set for a lucrative fashion week, with the British Fashion Council predicting more than £100m-worth of orders will be placed during the five-day event. Among the 5,000 buyers and press from 43 countries will be more CEOs from top US retailers such as Saks and Barneys than ever before, The Times reports.

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For London mayor Boris Johnson, the week is a "dazzling showcase" of British talent whose "significance has been growing over the last few years". Samantha Cameron also praised Britain's £21bn fashion industry at a Downing Street reception to mark the opening day last Friday.

The prime minister's wife said international buyers tell her London is now the "must-have city for fashion", the Guardian notes. In the hands of new British Fashion Council chairman and Net-a-Porter founder Natalie Massenet, Cameron said, London Fashion Week has never been more "creatively exciting".

The presentations today will feature key shows from big-hitters Burberry, Pringle, Christopher Kane and Erdem, after a weekend when pop star Rihanna showed her first ever collection for River Island and model-turned-designer L'Wren Scott made her debut in the capital with a show attended by boyfriend Sir Mick Jagger.

Tonight, the event's penultimate evening, a glittering audience is expected at Tom Ford's show, his first main catwalk event since he left Gucci in 2005 and launched his own label. He could have chosen Paris or Milan's fashion weeks, says The Times - the fact that he chose London further emphasises the city's "international heft" as a fashion capital. · 

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