So with the London fashion industry still trying to play catch up with more prestigious and commercially successful Paris and Milan, the event's organisers have shifted their focus to the booming East.
"We have attendance from emerging markets and we still have very strong representation from , so it's not all about the United States any more," British Fashion Council chief executive Hilary Riva told reporters.
"The U.S., Europe, Russia, Middle East and Far East are all key markets for our designers," said Riva.
There are more buyers from Asia and the Middle East this year than in the past and the international media list also underlines the shift.
RUSSIAN INTERESTFashion editors and photographers from two dozen Russian publications, including Vogue Russia and L'Officiel Russia, are attending the February 10-15 showcase for British fashion