British designer Burberry sparked a debate at this year's London Fashion Week by skipping the usual six-month gap between putting its designs on the catwalk and into shops, prompting concern among smaller designers.
The British Fashion Council announced further consumer-facing initiatives to integrate the public this season, including screenings in 60 locations across the UK thanks to a partnership with Ocean Outdoor.
The event for fashion consumers, taking place on February 25-28, will host Emilia Wickstead, Holly Fulton, Mary Katrantzou and Temperley London, who will present their SS16 collections in catwalk shows.
When Christian Murphy was looking for a location to build a knitwear manufacturing company a year ago, he decided that London's reputation for building luxury brands made it the ideal place to start his new business.
Fueled by the boom in online sales for the latest trends, London's designers are finding new ways to deliver instant gratification to fashion hungry shoppers, amid high hopes of boosting growth in the sector.