There's a battle for the catwalks raging between the world's biggest car manufacturers.
Earlier this week, official London Fashion Week sponsors Mercedes-Benz announced its cars will be ferrying the fashion pack around when they gather in the capital for the bi-annual celebration of All That Is Trendy this weekend.
It estimated that 32,000 miles will be driven between shows by the company's own chauffeurs.
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But Mercedes faces some stiff competition when it comes to dominating London's fashionable car scene: keen to advertise its new eco-friendly vehicles to the fashion pack, Net-a-porter has partnered with rival German firm BMW to sell 10 bespoke electric cars from its i3 range on the online retailer's menswear arm, Mr Porter.
A spokesperson for the motor maker claims the new electric car is "reminiscent of the classic Tuxedo, one of the most stylish garments in menswear".
But the big German firms aren't the only ones cashing in on the publicity at London Fashion week. DS has announced a partnership with eccentric New York fashion icon Iris Apfel to launch a chic model at the end of the month.
Apfel is one of the most influential women in the world of fashion. Previously the chief editor of Women’s Wear Daily, she supervised the decoration of the White House for nine Presidents of the United States between 1950 and 1992.
Apfel is now the brand ambassador for DS 3, starring in an advert for the car which is being released in two weeks. May the best car win...