St James’s, the original home of menswear, celebrates London Fashion Week Men's
Monday 12 June 2017
StylePilot Jon

June 10th 2017 saw the heart of St James’s transform into an open air catwalk to host a series of fashion shows on Jermyn Street, celebrating the area as the original home of menswear. VIP guests such as David Gandy, Jim Chapman, Hu Bing, Toby Huntington-Whiteley, Caroline Rush (Chief Executive, BFC) and Dylan Jones (Charmain, LFWM) enjoyed the shows and the atmosphere on the pedestrianised street. 

The morning saw over 25 brands participate in a runway show which included heritage brands such as New & Lingwood, Turnbull & Asser and Aquascutum alongside contemporary, newly arrived St James’s names Norwegian Rain, Paul & Shark and Sunspel in a see-now-buy-now format. The afternoon saw two further St James’s shows open to the public – the only official LFWM events especially for consumers. 

In the afternoon the shows space was turned over to knitwear specialists John Smedley who held their inaugural runway show. A resident of St James’s, with a flagship store on Jermyn St, John Smedley’s SS18 collection drew on their print archives which have a rich 230 year history. 

In addition to the runway shows, leading British designer Lou Dalton held her SS18 men’s showcase from a pop-up space on Jermyn St. Lou Dalton commented “I am delighted to be able to show my collection in St James’s this season. The area is home to one of kind brands across all sectors of menswear and is unique in London in the diversity of its offering.” 

Dylan Jones, editor of GQ and chair of London Fashion Week Men’s commented “London Fashion Week Men’s is one of the most influential events on the global fashion calendar and it’s fabulous we are able to see so much activity in St James’s for the third consecutive year. Today’s style-conscious male consumer is after a highly individual look. London, and in particular St James’s, is uniquely placed to offer this consumer an eclectic mix of the best of contemporary and classic menswear brands from which to curate their own style.”