London Fashion Week has opened with up-and-coming designers set to rub shoulders over the next five days with established names like Vivienne Westwood and Burberry - and Hunter Wellington boots.
Hot on the heels of the New York autumn-winter 2014 shows, 77 designers will show their latest creations around the British capital.
More than 5000 buyers, journalists and bloggers from 48 countries are expected to attend the shows in London, which generates more than STG100 million ($A186 million) in orders, according to the British Fashion Council.
Alongside the big names, London will showcase the collection by trendy British gumboot maker Hunter, a timely reminder that outside the fashion bubble much of the rest of England is being battered by storms and deluged by floods.
"With the British weather, of course this focus on rainwear is certainly of the moment," Caroline Rush, British Fashion Council chief executive, told AFP.
The ready-to-wear Hunter Original collection is "not all about wellies" and will be full of surprises, Rush promised.
Despite the buzz around emerging stars, Rush said the international focus would be on "the whole cohort of future global fashion brands", citing Christopher Kane, a label snapped up by Kering group, and J W Anderson, who has signed a deal with the LVMH luxury brands giant.
The fashion industry is worth 21 billion to the British economy and employs more than 800,000 people, the BFC estimates.
One major contributor is Topshop, the brand that is riding the crest of a wave with a new store opening on New York's Fifth Avenue and Kate Moss's latest collection hitting the shops within weeks.
Its eagerly awaited catwalk show by its top-end line Unique, drawing on floral prints and school uniforms, takes place on Sunday.
