Where the art of consuming fashion is concerned, men have long been considered the weaker sex. But that's set to change.

From June 2012, London will kick start the menswear calendar with a menswear showcase embedded in a cross-cultural program bringing together the very best of British style. This means that, from this season, London will host three days of men's fashion shows and it is set to ensure British menswear finally gets its time in the sun. The dates are June 15-17, with a special launch event on the evening of Thursday 14 June.

The weekend is run by a committee headed by GQ Editor Dylan Jones and includes the likes of Tom Ford, Christopher Bailey, David Furnish, Mr. Porter's Jeremy Langmead and Tim Banks from Style.com. They will showcase the best in men's fashion and will include menswear catwalk shows, presentations and a 'cultural program'.

“This is a fabulous initiative, and one that will undoubtedly draw even more attention towards London this year. Whether you’re involved in sport, fashion, media, retail, entertainment or tech, or indeed any industry, London is the place to be in 2012.”said Dylan Jones.