Fashionstyleology: London Street Fashion

London Fashion Week has finally arrived, as some of the industry's most exciting names prepare to take the limelight.
Undoubtedly it is the fashion event of the year - as hundreds of preened celebrities, nervous designers and gorgeous models descend on Somerset House.

However, Fashionstyleology kicked off the vigor of fashion last night, showing the world how to dress to impress by revealing their book 'Fashionstyleologer: London Street Fashion' at its launch in London's Gallery DIFFERENT.

With a turnout of more than 250 buyers, journalists, stylists and bloggers coming in drove to the launch; designer Mahtab Jamali of Katayoon, unveiled the book. The new book includes over 200 photographs represented by some 25 nationalities capturing the habitual trend of Londoner's style as well as their prevailing styles in behavior.

Affirming London's title as the most fashionably diverse city in the world, the book is an eclectic collaboration with Londoners, dedicated to showcasing the leading global city as the fashion capital of the world.

Mathapan Boes, editor-in-chief said: "This project came to life after realising that so far, there are no products on the market that offer a detailed insight on the fashion scene in London."

"Many creative relations have been born through this project, uniting an array of backgrounds, cultures and traditions whilst appreciating raw fashion in its simplest form."

A special collection of 40 photographs from the book 'Fashionstyleologer: London Street Fashion' are now currently being exhibited at the gallery, selected by leading street style photographer Dvora, who's work has been included in Vogue and GQ magazine.