Burberry menswear is to unveil its spring/summer 2014 collection in London instead of Milan.
The fashion house is breaking with tradition to present as part of the three-day catwalk event London Collections: Men on 18 June.
This marks the first time in 10 years Burberry won't be at Milan Men's Fashion Week, which is held every January and June in the Italian fashion capital.
Christopher Bailey, the brand's chief creative officer, said: "London is the creative heart of Burberry and our global headquarters, so we are incredibly excited to be showing our next men's collection here.
"The country's proud menswear heritage and outstanding contemporary talent give it a unique and powerful energy. It is a wonderful time to be bringing our menswear show home."
Burberry previously traded the Italian fashion capital for London when it presented its women's ready-to-wear Prorsum line in 2009.
Bailey has been emphasising the label's British roots ever since by using black cabs in adverts and rain on the catwalk.
The company has been an avid supporter of LC: M since its inaugural showcase in June 2012.
The line-up this summer includes fashion heavyweights Tom Ford and Alexander McQueen.