London Fashion Week opens amid buoyant pre-Olympic mood

Feb 17, 2012, 11:34 GMT

London - London Fashion Week (LFW) opened Friday with a distinctive Olympic flavour and royal flair - foreshadowing the hosting in the summer of the London 2012 Olympics and the celebrations to mark the Queen's Diamond Jubilee.

Organizers hope that the six-day event, featuring more than 100 catwalk shows, will help British designers to generate orders in the region of 100 million pounds (158 million dollars) and contribute further millions to the city's economy.

'As we welcome the world for the 2012 Games, it underlines how vital it is to invest in the amazingly talented people working in our creative industries,' said London mayor Boris Johnson.

They not only enhanced London's reputation for culture, but their creativity and innovation also helped to ensure the city's future prosperity, he added.

Influential buyers from the US, Russia, the Middle East and China are flocking to London for this year's spring show, as well as stars and celebrities, according to media reports.

'For some, 2012 is all about the Olympics. For others, the Queen's jubilee reigns supreme,' wrote Jess Cartner-Morley, the Guardian's fashion editor.

Pastel-coloured bows and bold floral designs would be as much in evidence as sporty items, she predicted. 'One of these events is going to influence your style this year, whether you like it or not.'

Stella McCartney, the much-lauded fashion designer daughter of ex-Beatle Paul, is certain to create a stir with her first-ever London show.

McCartney, who has been chosen to design the British team's Olympics uniform, is tipped to present a collection influenced by sporty items - from cool trainers to posh tracksuits.

British Union Jack flags, quirky Scottish tweeds and big flower prints are also likely to be in evidence in collections that include such names as Burberry, Alexander McQueen's new diffusion label McQ, Christopher Kane and Greece's Mary Katrantzou, who designs for fashion chain Topshop.