While the boys in Brasil are kicking their balls about, the real men will be striding like colossi down the catwalks of central London. During the 15-17 June, the capital plays host to the grand tournament of men's fashion known by anyone with any testosterone as London Collections: Men.
Besides big names like Alexander McQueen, Burberry Prorsum and Topman exhibiting their new designs on the runway there will be another 70 British and international designers showcasing their work in venues around the West End including Victoria House, Holborn's Old Sorting Office and the Hospital Club in Covent Garden.
No-one quite knows what we can expect from the new Spring/Summer 2015 collections — knee-length beards? Black leather onesies? Mink underpants? But one person with his finger on the pulse is fashion blogger Marcus Jaye, aka The Chic Geek. His tip for this year: “I think the highlight will be Moschino, who is new to the schedule. Jeremy Scott's vision is going to make a great show and demonstrates the pull of LC:M.”
Meanwhile celebrities fighting over the front row will likely include Harry Styles, Tinie Tempah, David Gandy and style titan Boris Johnson. Football? What football?
London Collections: Men runs across London from the 15-17 June.