JASMINEGUINNESS2012.jpgIn honour of HM The Queen's Diamond Jubilee, Oxford Street is flying 147 flags throughout May for shoppers, tourists and Londoners alike to enjoy. Nestled in amongst the spectacular Union Jack display are 10 dedicated fashion flags, celebrating great British fashion. The Great British Fashion Flag showcase, which was launched today with the help of model and presenter, Jasmine Guinness, pays homage to some of the unsung homegrown heroes that put the great into Great Britsih craft and design. London's busiest shopping street is the first UK destination to kick-start the Jubilee celebrations, and right now we couldn't feel more patriotic if we tried! With over 200 British brands making Oxford Street a world recognised fashion homeland, I can't think of a better place to fly the flags. Dame Judith Mayhew Jonas, Chairman of New West End Company, says: "The eyes of the world will be on London this June as we embark on one of the biggest summers in modern British history. We wanted to be sure the West End, starting today with Oxford Street, paid a huge tribute to such a momentous occasion by celebrating its credentials as the world's leading fashion destination."

The ceremonial unveiling, supported by the British Fashion Council, also spurred Prime Minister David Cameron to comment: "As the UK gears up for the London 2012 Olympic and Paralympic Games and The Queen's Diamond Jubilee, there's no better time to celebrate the best that Britain has to offer. Contributing over £2 billion to the UK economy, with world - renowned fashion designers, fantastic shopping and distinctive style our fashion industry exemplifies British creativity, passion and entrepreneurship"

Furthermore, to celebrate the Diamond Jubilee, Oxford Street retail outlets will be launching 1.5 miles of limited edition Jubilee memorabilia. Shoppers can get into the Jubilee spirit by stitching their own bunting at special classes held by John Lewis, or enjoy a spot of Crazy Golf and tea on Selfridges roof at The Big British Tea Party!

To find out more about the full meanings behind the flags, visit Oxford Street's website.