LONDON — A dedicated showcase for men’s wear in London is set to launch in June, the British Fashion Council said last week.
Called London Collections: Men, the shows are slated to run from June 15 to 17, just ahead of the men’s collections in Milan and Paris.
The decision to launch a London season for men grew out of the men’s day that has been held at the end of London Fashion Week, which the BFC said “has grown in stature and importance despite sitting outside of the traditional men’s wear calendar.”
Shows, presentations and events will all form part of the new three-day showcase, a spokeswoman for the BFC said.
Following the debut season in June, the London men’s season will be an ongoing, twice-yearly event, with future dates yet to be confirmed, the spokeswoman noted.
“From June 2012 London will kick-start the men’s wear calendar,” said Dylan Jones, editor of British GQ and chair of the BFC’s Fashion 2012 men’s wear committee, at a cocktail party in Paris at the close of the men’s fall collections to announce the shows Sunday. “There will be fashion shows, sales exhibitions, installations and a whole calendar of events.”
Designers including Richard James, E. Tautz, Aquascutum and Margaret Howell are among those who will show during the event, alongside MAN and New Gen Men, the Topman-sponsored showcases for emerging designers. Jones said that Tom Ford and Paul Smith will also host events during the showcase. “We’re in discussions with lots of brands to try and make this a really exciting weekend,” said Jones.
As the program for the first season falls during London’s Olympic year, the showcase will also include special events that have a cultural bent, as part of London’s Fashion 2012 program. Mr. Porter, the online retailer, is partnering with the BFC to put on London Collections: Men.
Harold Tillman, chairman of the BFC, stated: “London Collections: Men will not only be a showcase for brands and designers but will form a cross-cultural program creating a festival for men’s wear, in what will be a truly exciting year for the U.K.”