Last year, menswear sales worldwide grew by 10%, so rather than an afterthought crammed into a single day at the end of London Fashion Week, men's fashion now has its own week-long showcase.
Sitting in the front row of the catwalk show, music artist Tinie Tempah said he had been a fan of the designer Richard James for some time.
"A lot of very prominent influential men wear Richard James. I remember being in No 10 Downing Street, I was with the prime minister". He said: "What do you have on?".
"I said Richard James, and he said 'snap!'"
Today business presenter Justin Rowlatt reports.
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