St James’s, The Original Home of Menswear, Celebrates London Fashion Week men’s
June 9th 2018 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 David Gandy, Jim Chapman, Hu Bing, Eric Underwood, Dougie Poynter, Johannes Huebl, Caroline Rush (Chief Executive, BFC) and Dylan Jones (Chairman, LFWM) enjoyed the shows and the atmosphere on the pedestrianised street.
The morning saw over 25 St James’s brands participate in a runway show which included heritage brands such as New & Lingwood, Harvie & Hudson and Lock & Co alongside contemporary names Jigsaw, Cubitts and Sunspel in a see-now-buy-now format. The afternoon saw three further St James’s shows open to the public – the only official LFWM events especially for consumers. British family run perfumers, Floris provided the scent for the catwalk.
In addition to the runway shows, leading British menswear designer Lou Dalton held her SS19 showcase from a pop-up space in Princes Arcade off 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 Chairman of London Fashion Week Men’s commented “St James’s is a modern environment that continues to evolve and grow – an area of creativity and craftsmanship unrivalled anywhere in the world. The catwalk event showcases perfectly the mix of modernity and tradition found in St James’s, with its combination of heritage brands complemented by newly arrived contemporary fashion labels taking to the runway.”