Prince Charles opens London men's fashion week.

Few would think of him as a fashion icon, but Britain's Prince Charles opened his palace doors to host what many call London's first real men's fashion week.

On Thursday (June 14), the Prince hosted a reception at St James' to celebrate the launch of the inaugural 'London Collections: Men', which aims to showcase the best of British menswear.

And while the Prince might not hit the fashion headlines as often as his daughter-in-law, he has in fact long been a champion for traditional British styles.

SOUNDBITE: Prince Charles, saying (English):

"The great thing I think has been meeting so many people from overseas who've been drawn here by the fact that the reputation of the British tailoring and craftsmanship and design. The quality, the innovation, the creativity that we have in this country is actually drawing so many people to realise just how special the offer is in this country."

Organisers are hoping the royal endorsement will help promote British menswear design to a global audience.

And according to American fashion designer Tommy Hilfiger, British fashion sense is something many designers are trying to replicate.

SOUNDBITE: Tommy Hilfiger, designer, saying (English):

"We all look up to the British tailors, especially on Savile Row because they make really the best product in the world. So we fashion people have looked up to the English for many years, for not only the quality and workmanship but the attitude of the clothes, very formal, very sophisticated, very chic."

With over 50 different events scheduled over the next three days (June 15-17), both established and up-and-coming designers will showcase their 2013 Spring collections.

Kathi Urban, Reuters