On Saturday 10th June Jermyn Street was transformed into an open-air catwalk, as St James’s hosted the most revered event in the menswear calendar, London Fashion Week Men’s.
This one of a kind event, in the home of menswear, showcased the finest and most prestigious menswear collections in a series of live fashion shows on the street.
As well as the runway shows, visitors were able to enjoy a variety of in-store activities across Jermyn Street and St James’s such as a shirt cutting demonstration from a Master Shirt Cutter at Harvie & Hudson and complementary wet shaves at world-renowned perfumery Floris.
Many prestigious brand names hosted talks, showcases and promotion through-out the day, allowing visitors the chance to immerse themselves in the heritage, style and craftsmanship that has made Jermyn Street famous for over 300 years.
VIP guests including David Gandy, Jim Chapman, Hu Bing and Toby Huntington-Whiteley enjoyed the shows and the atmosphere on the pedestrianised street.