Known as the birthplace of edgy designer clothes, London Fashion Week has taken a new direction.

The fashion industry has changed in the past few years, with smart designers responding to widespread changes in attitudes. This means that having a wardrobe with a conscience is now almost as important as celebrity endorsement.

Today, for the first time in its history, the British Fashion Council – which runs the iconic London Fashion Week – has added a sustainable catwalk show to its program. While ethical fashion has existed on the periphery of the industry for some time, it now finds itself sharing the limelight thanks to acclaimed international designers such as Christopher Kane and Burberry.

Clarence House is the setting for the open air event which will see established designers such as Vivienne Westwood and Stella McCartney joined by the likes of People Tree and Junky Styling – the former known for its celebrity partnership with Sienna Miller and Emma Watson. While both Westwood and McCartney will have later shows in London and Paris, their presence at the ethical runway adds significant clout and influence.

The show will be held in conjunction with the Prince’s Charities Foundation initiative START, which seeks to promote and celebrate sustainable living. London Fashion Week is already the site of Esthetica, the static exhibition which showcases those designers on the edge with a commitment to eco-sustainability.

The face of Burberry has leapt to his death in Milan.

Tom Nicon, 22, the French male model who has been the front of Hugo Boss, Louis Vuitton, Versace and Burberry campaigns, died after falling from his fourth floor apartment on Friday according to police reports.

Nicon was in Milan as part of the prestigious Milan Fashion Week which began on Saturday, and had attended a Versace fitting just hours before he was found dead outside his building, after his modelling agency, Success, searched for him following his no-show at a meeting.

Sources close to the model have suggested that he had been battling depression since he broke up with his girlfriend, which police described as a complicated affair. Authorities are treating the death as suicide and the organisers of the fashion shows said they would proceed as a tribute to the model.

Nicon’s death is another in string of suicides that have beset the fashion industry over recent months. In February, Alex McQueen, who this week had his ashes scattered in Scotland, took his life while in London after allegedly being unable to cope with the passing of his mother. In May, Noemie Lenoir, the French model who was the UK face of Marks & Spencer, attempted to commit suicide in a Parisian forest before being found by a member of the public. South Korean Daul Kim, 20, who had fronted campaigns for Gap, Chanel, Vivienne Westwood and Karl Lagerfeld, hung herself last year after another apparent battle with depression.

Burberry made history on Tuesday when they streamed their London Fashion Week show in 3D at 5 major city locations around the world – Los Angeles, New York, Tokyo, Dubai and Paris. The event was host to a list of Hollywood celebrities, who turned out to see the British label’s newest creations, despite the pouring rain.

Fans of the label worldwide attended the parties via invitation only, but otherwise watched the show streamed in 2D on Burberry’s website. Chief creative officer Christopher Bailey said that they are very excited to be hosting the first ever global fashion show. The event will allow people to experience the atmosphere and energy of the show around the world, he continued. The 3D technology, he added, will bring their worldwide audience into the London show and allow them to see the fabrics and colors, to hear the music, as well as be a part of the moment when everything comes together.

However, while the guests of the 3D shows were sporting 3D glasses, the red carpet was sparkling with Hollywood stars. Actress Kate Hudson arrived in a green sequin dress, while Kristen Stewart from Twilight graced the carpet as well. Other stars included actress Clair Danes, actress and model Mary-Kate Olsen, Harry Potter star Bonnie Wright, actress Tamsin Egerton, Vogue editor Anna Wintour, M&S model Twiggy and supermodel Erin O’Connor.

The Burberry Cadette Girls military-inspired collection focused heavily on coats, which is this year’s staple, in fur leather and sheepskin with embellishments and belts. Burberry is making selected accessories and outerwear available for order now on their website.

Burberry is about to make fashion history with its February catwalk show of their womenswear Fall/Winter 2010/2011 collection. The company will be streaming the show live from London Fashion Week.

Some may already know that the event is being streamed online by they British Fashion Council, but they may not know yet that Burberry will be streaming it in 3D at specific locations worldwide! The fashion company is teaming up with SKY Television to premiere the 3D technology.

Christopher Bailey, the chief creative officer for Burberry, said that people will get to experience the atmosphere and energy of London Fashion Week from around the world with this unprecedented event. 3D technology will allow them to see the fabrics and colours, to hear the music and just be part of the moment when everything comes together, he added.

Burberry’s catwalk show will be held at The Chelsea College of Art on February 23 at 4pm in the afternoon. It will be simultaneously streamed directly to invitation-only custom screening sites, which are designed by Bailey, and all will be fully-equipped with 3D goggles.

There will also be entertainment before the show, which will be hosted by interviewers from behind the scenes and on the red carpet with arrivals. The screening sites include: Skylight Studios in New York, Milk Studios in Los Angeles, La Fabrique in Tokyo, The Address in Dubai and Beaux-Arts in Paris.

Anyone who isn’t invited to the sites but want to watch the show online can do so in 2D (http://live.burberry.com). Viewers will be able to comment on the show while they watch, using their Twitter and Facebook accounts.

Despite the recession affecting many luxury retailers, as many people sacrifice luxury for economy, Burberry can report a good fiscal year which will be better than what analysts had previously forecasted.

The luxury retailer is reporting that sales are up 12 percent over the past three months to £380m. Prior to the fiscal period, analysts had said that the retailer would only since an increase of about 3 percent.

Angela Ahrendts, chief executive for the fashion firm, said that because of the recent rise in profits, total profits for the year would be able to beat the City expectations.

Burberry was one of the quickest retailers to react to the economic downturn by immediately cutting jobs and costs, but is now seeing that pay off as sales pick back up. Despite caution for the 2010-2011 sales year, the firm’s owners are confident sales will remain steady.

Like-for-Like sales for the stores increase by 10 percent with outerwear and leather products selling the best. Wholesale revenues also increased by five percent as Burberry began delivering a wider range to retail customers.

The boost in sales have placed the company has one of the top most risers for the FTSE 100. The rising trend looks as though it will increase further. Third quarter sales were up 13 percent and Burberry is beating out all current competitors.