Menswear is ‘Great’

David Gandy and Alexa Chung took part in a photo shoot to celebrate the start of the UK’s first dedicated menswear showcase, London Collections: Men.

Gandy, who is a member of the BFC’s 2012 Menswear Committee and Chung, who is the British Fashion Council’s Young Style Ambassador, were joined by a group of apprentices tailors from Savile Row at an exclusive open house event on the iconic street.

The image is part of the ‘GREAT’ campaign, which Victoria Beckham and Sir Paul Smith are ambassadors of, which aims to promote the UK as the preeminent a place to visit, study, and invest.

Jeremy Hunt, Secretary of State for Culture, Olympic, Media and Sport said: “Men’s fashion is a fantastic British success story - from the established houses of Savile 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.”

Caroline Rush, CEO British Fashion Council, added: “London Collections: Men provides the perfect backdrop for 'Fashion is GREAT' highlighting the incredible breath of creative talent that we have here in the UK. It is such an exciting time to be in London and we are thrilled to be playing our part.”

The inaugural London Collections: Men took place this weekend and saw 48 catwalk shows and presentations from brands including James Long, Margaret Howell, and Hackett.