The 30th London Fashion Week is officially underway. From now until next Friday, over 80 designers will be displaying their latest work at the British Fashion Council's courtyard show space at Somerset House.

From now until next Friday, over 80 designers will be displaying their latest work at the British Fashion Council's courtyard show space at Somerset House.

Another 170 designers will also be taking part in designer showrooms, where collections will be displayed to press and buyers during the week. Over 5,000 visitors are expected to come for the 58 catwalk shows that will take place at venues across London. New technology and social media will be the special feature of this season's fashion week.

"It's another exciting London fashion week, we are talking a lot about digital and innovation this season, there is going to be some really interesting first with Burberry in twitter, with Topshop in Facebook and we've also been working with our younger designers to get them online, and being using social media in different ways. And London has always been the hub of innovation so we are exciting to see how the designers to use technology," said Caroline Rush, chief executive of British Fashion Council.

Chinese designers will also be in the spotlight this week. On Saturday, the Design by Shanghai will take place at Icetank Studio in Covent Garden. 12 emerging Chinese designers will also present their 15SS collection at the exhibition.

"There's a whole exhibition happening in London here, it's such a great link between UK and China. We have some really great designers from China, we had Simon Gao who showed 6 months ago, which closed fashion week,was a real success a very hot ticket show. We have Ryan lo, really well respected young designers we are very excited to see them build their success here in London," Rush said.

The British Fashion Council claims that the direct value of the UK fashion industry is worth 26 billion pounds to the UK economy. It is estimated that orders worth more than 100 million pounds are placed during London Fashion Week each season.

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