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.

It’s a well known fact that people are getting fashion conscience at younger and younger ages, but with the current trend of designer baby wear, we have to ask when will it end? Coming soon to a supermarket near you are Huggies Jeans Diapers, for babies that are too cool to look like they still wet their pants. The printed denim design comes complete with faux-pockets and have already proved a hit with mums across the world.

The current obsession with celebrity parents and their offspring is thought to be fuelling the tendency among young mothers to dress their babies in the height of pint-sized panache. It also, of course, gives any frustrated fashionistas the chance to play stylist to their little ones every day of the week.

A must-wear brand for kids this season is Heelarious footwear, which trades under the tagline ‘her first high heels.’ While you may think it’s a little bad taste to clad your infant in knee-high stilettos at six months, the company actually specialises in soft kids’ shoes that loot like pumps and cowboy boots. Trendy designs are made from patent-leather, satin and even leopard print.

Never one to miss out on a potential sale, babyGap is also currently stocking Stella McCartney halter-neck bikinis for girls aged two and older, along with driver’s caps, chambray anoraks and straw fedoras for boys. If your baby has the legs for it, you can also pick up miniature skinny jeans in denim, orange and white, but don’t complain if they’re a hassle to get on. After all, looking cool, in any size, has its price.