Burberry is making its much-anticipated debut at London Collections: Men as just one of the fashion heavyweights lured to the event that is only three seasons old.
Jimmy Choo, Pringle of Scotland and Rag & Bone are also showing mainline collections at the three-day event for the first time.
The biannual showcase for the spring/summer 2014 collections runs until Tuesday and welcomes guests from around 45 countries for collections and presentations from 134 designers.
Mayor Boris Johnson will launch a map detailing the history and heritage of London menswear, while British fashion stalwart Burberry is bringing its men's catwalk back after 10 years showing in Milan.
– Boris Johnson, Mayor of London
"With London Collections: Men going from strength to strength, this fascinating insight into the history of menswear is a timely reminder of why our city is the capital for men's clothing. Our illustrious heritage is accompanied by craftsmanship, innovation, plus a canny eye on the modern that ensures our designers remain at the forefront of fashion."