Kanye West has moved to London to further his ambitions in the fashion world.

Believing the move will allow him to be taken more seriously as a fashion designer, the rapper has spread the word to friends that he now permanently resides in London, England.

During the launch party for his newest fashion brand last week, womenswear label DW, West told party-goers that he was planning to move to England permanently.

A source at the party told the The Sun: “He went home for the holidays but was proclaiming that he is now based in the capital and would return in early January.

“He will be here preparing his Paris Fashion Week show in March while looking for a studio as well.”

The rapper is also reported to have close ties to faculty at Central Saint Martins College of Art and Design in London, who have offered their expertise to help develop the new label.

West’s latest fashion label, DW, debuted to mixed reviews in Paris earlier this year. The label is named after the rapper’s late mother Donda West, who died after complications following cosmetic surgery in 2007.

Earlier today, It was revealed that the collaborative album featuring artists signed to Kanye Wests’s G.O.O.D. Music record label is nearly complete. The album will feature almost every artist signed to the label, including Big Sean, Kid Cudi, John Legend, Common, Pusha T, Mr. Hudson, and West himself.

Early last week, Jay-Z also suggested that there may be a follow-up to his ‘Watch The Throne’ collaboration with Kanye West.

Watch Jay-Z and Kanye West perform ‘H*A*M’ live below: