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The future of fashion

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Milan Fashion Week traditionally marks the start of the international menswear buying calendar. It’s been that way for years, and shows the event to be one of the most, if not the most, important of the year.

So what did the British Fashion Council do? It scheduled its inaugural male-focused fashion week to kick off the season instead. Clever. (We should make it clear, lest we cause a diplomatic headache, that any suggestion of underhand behaviour is firmly tongue in cheek.)

London Collections: Men took place from 15-17 June and was a huge and internationally supported success, with 48 designers previewing their spring/summer 2013 menswear ranges. It was a statement: men’s fashion matters. And the designers made the weekend count. ShortList’s highlights included Jonathan Saunders’ brave use of print, texture and colour, Lou Dalton’s modern take on luxury sportswear and Hackett’s nod to the 1974 version of The Great Gatsby starring Robert Redford (pictured centre).

But a clear sign of how successful the endeavour was came from designers Richard Nicoll and Meadham Kirchhoff – both already major players in avant-garde womenswear, and both making their debuts in menswear. Of course, the weekend was also about showcasing what we’ll be wearing next spring. Our advice: keep your shorter length shorts, look to luxury sportswear to bridge the gap between formal and casual, and invest immediately in tangerine and hot pink.

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