Savile Row was bustling with excitment today as David Gandy and Alexa Chung took part in a photo shoot to celebrate and promote the start of the UK’s first dedicated menswear showcase London Collections: Men. An exclusive open house event was held during the whole day on menswear’s most iconic street, attended by many apprentice tailors, which later posed for a photo with Alexa Chung.

This event also promoted the GREAT campain, which aims to promote the United Kingdom as a hub for studying, tourism and investment. Part of this campain include three films celebrating fashion and design with contributions from Christopher Bailey and GREAT ambassadors Victoria Beckham and Sir Paul Smith.

alexa chung saville rowe london collections

Jeremy Hunt, secretary of State for Culture, Olympic, Media and Sport stated that “Men’s fashion is a fantastic British success story – from the established houses of Saville Row such as Richard James, to new and emerging talents like James Long. This first-ever London Men’s Fashion Week will help to showcase the industry throughout London’s Olympic year and will show why Britain is such a fantastic place to visit, study and do business.”

London Collections: Men has already started, and will finish this Sunday, 17th of June.

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