An new initiative to showcase British fashion in China was unveiled today (1 July).

The China/Britain fashion alliance will not only promote British fashion and its designers in China, but will also provide guidance to help develop China's fashion skills.

"There are opportunities all over the world for us, but no more so than in China," said Harold Tillman CBE, chairman of the British Fashion Council, which helped broker the deal.

"I think it is fair to say that the Chinese love design and fortunately for my industry they love British fashion design."

The announcement follows China’s decision to officially list Cultural and Creative Industries as one of its key development pillars in 2011 and the launch of the China-UK Creative Cooperation Office.