The British Fashion Council announced on Thursday the official London Fashion Week schedule for September 2010. The schedule reveals newcomers, Swedish fashion design house Acne and SS11 NEWGEN designers Michael Van Der Ham, David Koma and Holly Fulton, all making their own schedule debuts.

2010 Fashion Forward winner Louise Goldin showcases cutting edge, pastel SS10 collection: powerful silhouettes and body contouring defy traditional knitwear structures. Photo: British Fashion Council

Giles has confirmed he too will show in London marking a return, following two seasons in Paris. Designers also confirmed to show on schedule for a third consecutive season include Burberry Prorsum, Matthew Williamson, Pringle of Scotland, Antonio Berardi and Jonathan Saunders.

London’s schedule boasts iconic British designer brands such as Paul Smith, Jasper Conran and Betty Jackson to world-class emerging designer businesses such as Christopher Kane, Erdem, Marios Schwab and Richard Nicoll.

New this season Acne has developed a cult following in London since its emergence in 1997 with its award winning denim, leather and signature wearability. Acne’s connection with London has been reinforced recently with the opening of its first UK flagship store on Dover Street in Mayfair.

Jonny Johansson, Creative Director, Acne, commented “For me London has a great energy and momentum at the moment. I love the English way of clashing heritage and contemporary.”

New Generation (NEWGEN) created in 1993, the world’s first scheme to support emerging designer talent. Sponsored by Topshop. Photo: British Fashion Council

Giles Deacon is one of London’s most successful designers of recent years. He launched his eponymous Giles label at LFW in 2003 following a masters degree from Central Saint Martins and a variety of experience from luxury brands including Bottega Veneta, Gucci, Jean Charles de Castelbajac, Louis Vuitton and Ralph Lauren.

Giles Deacon commented on his return to London “Giles is a quintessential London label and I am extremely happy to be showing in London after two successful seasons in Paris”.

Louise Goldin, 2010 Fashion Forward winner supported by Coutts & Co will host a digital presentation and event showcasing her S/S collection.

CEO of the British Fashion Council Caroline Rush, commented “London Fashion Week is renowned for its diversity and breadth of talent; our established, iconic brands show alongside our brightest emerging stars in an extraordinary showcase of talent season on season.”

By Rosie Hart