With the first ever week of men's catwalk shows in London, Prince Charles is the man charged with leading the British menswear industry into battle with the titans of France and Italy.
Tonight Prince Charles will host several hundred representatives from the fashion industry at a reception at St James's Palace, in celebration of the menswear shows that begin tomorrow.
The rich Savile Row tradition of British tailoring and a drive to promote quality British craftsmanship are a key part of the message of this fashion week. Those steering the event are keen to move the image of British designer menswear on from the creative-but-crazy label and into more commercial territory.
"Clothes have to combine style with sustainability," writes the prince in the current issue of GQ magazine, "and I find British-made tailoring more than meets that challenge – much to the amusement of my staff, who are sometimes surprised to find that what I am wearing turns out to be as old as or even older than they are".
This week's showcase for British designer menswear hopes to capitalize on new findings which show that while women are cutting back on luxury fashion and spending more on high street purchases, men are prioritizing luxury purchases.