London town turns into boys town.

British fashion designer Jonathan Saunders premiered his new menswear collection during London's first-ever men's fashion weekend -- called London Collections Men.

From high-end to high-street, Britain's fashion designers are trying to lift men's clothes out from under the shadow of women's wear.

Saunders, famous for his use of print and color, explains the different approach he takes to designing clothes for men.

SOUNDBITE: Jonathan Saunders, singer, saying (English):

"As a designer there are certain things that you get excited about; textiles, color, print. All of those elements will always be in both collections (both men's and women's fashion). I think it's interesting how you approach menswear. You can approach it in a different way. It's a much more subtle approach in terms of what you can work with."

The Scottish-born designer also revealed that music icon David Bowie inspired some of the designs.

SOUNDBITE: Jonathan Saunders, singer, saying (English):

"He is the coolest man ever. I think what's interesting about him is that he managed to wear colors and textiles and print, things that were quite brave; but still look masculine and sexy. And I think that's really important with menswear, especially when you use those tools that there's a kind of masculinity to it."

The three-day London Collections Men showcased a mixture of haute couture and high-street men's fashion.

Alicia Powell, Reuters.