Olympics sees the return of Cool Britannia
Everyone has been talking about Danny Boyle's opening ceremony for the 2012 Olympics.
In the spirit of showcasing all that is British to a massive international audience, it's no surprise that the British Fashion Council got in on the act.
Key outfits in certain segments of the extravaganza were designed by young British fashion talent handpicked by Suttirat Larlab, Boyle's creative director.
It seems fitting that most fashion studios in London are in the East End, a former industrial area now regenerated by the Olympics, and for years a home to London's hipsters and artists.
Larlab chose three designers - Michael Van Der Ham, Nasir Mazhar and Christopher Shannon - after a tour of studios recommended by the British Fashion Council. The three dressed 350 dancers in a section about the influence of Britain's creative industry.
British fashion's individual style was on display in some clever mixing and matching, clean shapes, fluid sportswear and Mazhar's incredible headpieces.
But the Olympics opening ceremony isn't alone in receiving the British style treatment.
The ongoing Britain Creates initiative to highlight creative talent has leading fashion faces collaborating with contemporary artists for a unique work representing London as a capital of creative excellence. Selfridges has risen to the challenge with a window display throughout August. The city is offering millions of visitors a big helping of Cool Britannia.