London Fashion Week, which returns to a car park as its main venue, will feature 83 designers presenting their autumn/winter 2016 collections, including Burberry, Alexander McQueen, Erdem and Topshop Unique.
Among the most anticipated shows will be that of luxury goods maker Mulberry, which returns to the catwalk after a break with new creative director Johnny Coca, formerly at Louis Vuitton and Celine.
'The industry as a whole is really excited,' said Pandora Sykes, fashion features editor at The Sunday Times Style magazine.
'He is the person that made everyone want Celine luggage. So if he can even lend a soupcon of that to Mulberry, then they are already on the up.'
The London shows take place as an increasing number of luxury labels seek to satisfy demand from clients living in different climates, by bridging the usual six-month gap between catwalk presentation and retail availability.
British Fashion Council chief executive Caroline Rush told Reuters that businesses were 'really thinking about how do they put the customer at the heart of what they do'.
'And all of the noise and excitement that comes out of London fashion weeks and shows is ... how do we get that better connection with the customer that wants to buy the product?'
Among the first to kick off Friday's shows was Seoul-born J. JS Lee who said her line was inspired by Victorian architecture and furnishings.