It's more like a fashion weekend for London. However, this is big news for menswear advocates, designers and retailers.
On Sunday evening, the British Fashion Council announced via press release that London Collections: Men would take place for the first time ever, from June 15-17. The showcase stems from Menswear Day, which has taken place at past London Fashion Weeks.
The initiative, backed by major fashion voices, is spearheaded by GQ Editor Dylan Jones. Committee members include Tom Ford, Christopher Bailey, Style.com's Tim Blanks, Mr Porter's Jeremy Langmead, and David Furnish.
It will include menswear shows, presentations, and an ambiguous "cultural program" that we're not quite sure what that entails, yet. However, the entire showcase has a mission to place an emphasis on the "creative and commercial importance of Britain’s brands and emerging talent."