The British Fashion Council funded the wittily titled initiative 'Headonism' as curated by Stephen Jones, celebrating the new wave of emerging London milliners. The event took place as part of the 25 Years of British Fashion celebrations and was the centrepiece to the inaugural breakfast with The Mayor of London, Boris Johnson and Harold Tillman, Chairman of the British Fashion Council who officially launched London Fashion Week September 09.

The participating milliners J. Smith Esquire, Little Shilpa, Noel Stewart, Piers Atkinson and Soren Bach showcased five couture pieces from their forthcoming S/S 10 collections on a moving tableau created by artistic director Michael Howells, that was inspired by the architecture of the venue Somerset House (built in 1776) and classic Wedgwood Jasperware of the Georgian period. The British Fashion Council is also sponsoring each milliner by providing an exhibition space within the London Fashion Week exhibition of Designer Collections which opened simultaneously with the event and the designs will then spend the rest of the week in the East Wing at Somerset House.