BFC positioning London as "city of discovery" for LFW Men's

British Fashion Council (BFC) CEO Caroline Rush has said its focus for London Fashion Week Men's is positioning London as a "city of discovery" and championing new talent in an interview just ahead of the event which gets underway tomorrow.

Speaking to the Evening Standard, Rush said of the four-day event: “Our focus is London being a city of discovery. This weekend is about highlighting our best emerging talent and their influences. London is the birthplace of some of the world’s most exciting designer talent.

“But we also have our brands like Belstaff and Kent and Curwen, bread-and-butter designers that the world wants to and expects to see," she said.

The event begins tomorrow with events staged by brands and designers such as JW Anderson, ASOS, Kirk Originals, Matthew Miller and Warsteiner, along with the London College of Fashion MA18 menswear show.

Poet and musician James Massiah will officially open proceedings on Saturday when the catwalks begin with shows from designers including John Lawrence Sullivan, Oliver Spencer, Edward Crutchley, Liam Hodges, Cottweiler and more.

Highlights from the following two days include Phoebe English, Alex Mullins, Christopher Raeburn, Wales Bonner, Astrid Andersen, Craig Green and Charles Jeffrey Loverboy. In all around 80 designers will be showig their collections.

The event concludes on Monday evening with a dinner staged by GQ, whose editor Dylan Jones is chairman of the event, which is now in its sixth year.