Models presenting the Notting Hill collection in Beijing

Leading fashion houses from home and abroad have hit the capital to kick-off a week of fresh new fall fashion, with China Fashion Week Autumn/Winter 2010-2011 taking to the Beijing catwalk for seven jam-packed days of runway shows, contests and industry events.

"Design and innovation has become the key to success in the post-crisis era," explained Chen Yongxia China Fashion Week media director.

Menswear pre-opened the week Wednesday with innovation in mind, as Chinese label Notting Hill combined stunning 3D visuals with mix and match pieces ready to wear highlighting the brand's theme of the Legend of the Peach Knight. Blues, grays and peach hints dominated the runway, with brown and gray edging balancing the spirit of adventure with retro design and surrealism.

The show was an indication of what's in store for Autumn/Winter 2010-2011 and was reminiscent of recent runways in New York and Milan.

"The season will see lots of black, camel and metallic," Dorian Ho said, the designer participating in China Fashion week for the first time.

"Materials, a lot of leather, fur brocades and style wise, there is a lot of draping, structured clothing, coats are very popular this winter, shoulder details and lots of sequins. "The Chinese mainland is a new market for me," Ho added. "I hope more designers from other countries can come and see it in the future, with a more international atmosphere."

China Fashion Week is known for its promotion of emerging designers and this year is shaping up to be no exception.

At the official opening ceremony Thursday, 28 young designers from 19 countries presented their entries in the Hempel Award, an international design competition.

Contestants from Germany, Australia, Ukraine and Norway found inspiration in urban architecture while contestants from Finland and Mexico combined modern life with history.

Cultural symbols such as the Chinese dragon and residential housing were used by Chinese and Japanese contestants and designers from Russia and Italy also drew on Asian culture.

Young designer Maria Emmanuel from France took the top prize with his take on an ecological city.

The WSM China Knitwear Design Contest 2010 also took to the runway Thursday, presenting fusion-themed knitwear by 23 contestants from 14 provinces in China.

A host of designers will take part in the week's proceedings including Zou You, Cabbeen, Septwolves, Dorian Ho, Gioia Pan, Daniel Faret, Jean Pierre Marty and Alessandro Durelli.