The Prince of Wales is to hold a reception at St James's Palace to celebrate the launch of London Collections: Men; a brand new showcase of British menswear, style and culture that will run from June 14-17, 2012.

The event is aimed to promote British menswear to a global audience that will include heritage brands, iconic designers and emerging talent as well as championing British craft, skills, textiles and HRH's campaign for Wool.

The reception will provide a unique opportunity for international and UK media, retailers and style influencers to network with London's menswear designers and businesses in magnificent and uniquely British surroundings.

Spearheaded by Dylan Jones, editor of GQ, a Fashion 2012 Menswear Committee spanning British style and culture, is curating the three-day event to celebrate the worldwide impact of British talent in menswear. The event will combine shows, presentations, exhibitions, events and digital programming for a global trade and consumer audience.

"It is a great honour to have the support of HRH the Prince of Wales to launch London Collections: Men and champion British menswear and culture," stated Harold Tillman CBE, Chair of the British Fashion Council.

Over 55 designers have been confirmed to participate in London Collections: Men include iconic British designers Margaret Howell and Paul Smith, heritage brands such as Aquascutum and Savile Row tailors including Richard James and E. Tautz. Calvin Klein, Paul Smith and Tom Ford.

Apart from this, London's emerging designers will showcase their creations in the event.