London Fashion Week turns 25 this year - and the British Fashion Council couldn't have wished to snag a more thoroughbred British fashion institution to return back to the fold than Burberry. Come September, the label will head to London to show its much-feted high-end Prorsum line as the closing collection of S/S 2010 London Fashion Week. 'Prorsum' translates as forwards - and indeed, this is a forwards move for London Fashion Week, often seen as an incubator for talent which then flies the nest to the more sultry climes (economically, at least) of New York, Paris and Milan. But tides have been turning: two years ago, Matthew Williamson and Luella chose to show their lines as part of London Fashion Week - Williamson on a temporary basis to celebrate his label's tenth anniversary, while Luella on a more permanent basis. Vivienne Westwood then chose to show her Red Label collection as part of A/W 2008 London Fashion Week, exactly ten years to the season since she last showed this salable secondary line in London before upping sticks to Milan and New York.

Burberry Prorsum, however, is a different kettle of fish - no second line, Prorsum is a fully-fledged hot ticket on the Milan fashion week schedule and an advertising juggernaut to boot, whose move to London will no doubt generate excitement, intrigue and, most importantly, press attention. Hot on the heels of Burberry's pledge of allegiance to London comes New York's own salute to the Brit brand: Thursday 28 May has been declared 'Burberry Day' in New York City, in honour of the investment and commitment the brand has made to the city and the US economy. The Burberry logo atop the company's new NYC building at 444 Madison - a prewar building that formerly housed New York magazine and one of only six in the city with illuminated signage - will be ceremonially lit to mark the occasion on Thursday. For those who can't be there, Burberry have produced a film of the company's iconic logo being rapidly assembled on their new uptown skyscraper. It's enough to bring a patriotic tear to the eye...