The event was devised by Fearnhurst PR MD Sam Fearn and will allow easy access for editors to view key Spring/Summer 2011 collections and meet with the respective comms teams.
Key international editors will be flown in to the UK and regional press will be brought to London for the event.
There are plans to roll the concept out across major fashion capitals Paris, Milan and New York over the coming year.
Fashion Press Week is supported by major fashion influencers including; DIARY, Central St Martins College of Art and Design, Elle and Glamour.
Bonnie Rakhit, merchandising editor, Elle said: 'The concept will save us so much time as well as budgets and give us much more time to spend in the office.'
The event will also provide opportunities for editors to call in products.