Open air catwalk in London’s West End

June 11 saw Jermyn Street, in the heart of the West End, transformed into an open air catwalk, as St James’s hosted a series of men’s fashion shows for the public to celebrate the most important date on the menswear calendar, London Collections Men (LCM).

This is the second year that stylish Londoners have been invited to share the front row of a catwalk show with the world’s fashion leaders, media and celebrities following a successful inaugural event last summer at London Collection Men.

Bringing together a fantastic array of over 30 leading brands, the event gave visitors a taste of the style and vibrant creativity of the best of UK’s menswear as well as the opportunity to purchase the garments they saw in the shows, from the stores of Jermyn Street and Piccadilly, a few steps from the catwalk.

Dylan Jones, editor of GQ and chair of London Collections Men commented ‘LCM is one of the most influential moments on the global menswear calendar and it’s fabulous we are able to share this with the public on Jermyn Street once again. St James’s is the ideal setting with its combination of heritage brands and contemporary fashion labels.’

There were four shows on Jermyn St throughout the day with over 2,000 visitors to the specially constructed catwalk. Brands participating included heritage names such as New & Lingwood, Turnbull & Asser, John Smedley and John Lobb as well as contemporary, newly arrived names including Tiger of Sweden, Barbour International, La Martina and Sunspel.

Since its inception four years ago, the number of designers showcasing their talents at London Collections Men has leapt from 46 to over 70, in recognition of the global importance of London and the growth of interest in men’s fashion. As The Crown Estate continues with its planned investment, bringing into the area over 70,000 square foot of retail space as well as new offices and restaurants, St James’s remains the heart and home of discerning British menswear.

Anthea Harries Portfolio Manager for St James’s at The Crown Estate, says: ‘The show goes from strength to strength, as it grows more popular each year with brands and visitors to St James’s. It reflects both the unique heritage of St James while offering an insight into the future of menswear in London.’

For further information on the LCM Jermyn St, St James’s shows please visit / @_StJamesLondon