The first edition of London Collections: Men will bring together events from traditional British brands and collections by young designers exhibited more and more outside of their country.
Strategically scheduled just before Pitti Uomo and the presentation of the menswear collections in Milan and Paris, London Collections: Men is designed to bring the press and buyers to London for three days Ė before, menswear was held on just one day in the midst of the womenswear presentations some three months after the other European capitals had presented their offerings.
The highlights of the first edition will be contemporary label YMC (You Must Create) and designer Margaret Howellís (see photo) debut on the runway, and the first menswear collections from Richard Nicoll and the duo Meadham Kirchoff.
Whilst none of the British heritage brands have changed their plans this year, with the exception of Belstaff who will present a preview of its menswear collection, they have wanted to join the party: Burberry for example will be organising an event to present its watches for men. Tom Ford, Paul Smith and Tommy Hilfiger will also be inviting the press and buyers to private events whilst not presenting their collections.
The winners of this initiative from the British Fashion Council will no doubt be the rising stars of British design. Amongst them this season, five will benefit from the support of Topshop through its NewGen Men financial grant. And letís not forget MAN, another source of funding also from Topshop, and the organisation London East whose goal is to promote Londonís young designers. Much is expected this season from prize-winners and their spring-summer 2013 collections: Californian expatriate Shaun Samson, Danish-born Astrid Andersen, and Dalstonís young scamps, Agi & Sam.