£100 million is today's daily digit - that's the value of orders expected to be placed over the course of London Fashion Week, according to the British Fashion Council.
Buyers, journalists, fashionistas and bloggers have descended on the capital to check out the latest trends and cutting edge talent.
There will be 58 catwalk shows over five days, including well-known British brands Burberry, Mulberry and Vivienne Westwood.
They'll showcase their latest spring/summer 2014 collections alongside newer talent and labels.
Brands will be hoping to cash in on a rebound in the luxury sector - with solid demand in Japan and the United States.
The recovery in the domestic economy may be fragile, but a July study by Ledbury research said the UK luxury industry is set for strong growth, with 83 percent of luxury brands expecting sales to grow this year.
It's a significant creative industry in the UK - contributing £21 billion to Britain's £1.6 trillion economy, and supporting around 800,000 jobs.