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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 Europe, 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 INTEREST

Fashion 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

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Buyers from top U.S. firms Saks Fifth Avenue and Neiman Marcus had jolted London Fashion Week by skipping it this year on grounds that the recession concerns and a strong pound had made Britain's designers too expensive.

Graeme Black, who unveils his autumn-winter collection on Friday, caters for the Russian elite who think nothing of a shopping trip abroad and have made their country the world's fastest growing emerging market for luxury goods.

"In Russia there is an amazing excitement, a euphoria for things that are new," Black said in an interview with Reuters.

"They don't mind spending money but want something very special and unique. There's no price resistance," said Black.