Tracey Emin,Caroline Rush,Jefferson Hack and Dylan Jones-1[Tracey Emin, Caroline Rush, Jefferson Hack and Dylan Jones]

To kick off the eighth season of London Collections Men, the British Fashion Council chose to celebrate in St James’s, the home of London’s menswear for over 400 years, with an opening night party in the splendid surroundings of Spencer House.

The event was hosted by the British Fashion Council, British GQ and Dazed and Confused Magazine and sponsored by St James’s London. Drinks on the night were provided courtesy of Nyetimber Wines and G’Vine Gin. St James’s has been at the heart of Menswear in London since the 1600s, when resident hatmakers Lock & Co first opened their doors in 1676.

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Today Jermyn Street remains the most important street in British Menswear with 88% of the shops on the street being British brands* and is home to the highest concentration of British, luxury menswear names including John Lobb, New & Lingwood, Budd, Turnbull & Asser and Daks, over 30 in total. Hosting the opening LCM party now brings this tradition up to date.will.i.am1[will.i.am]

Chair of the BFC Menswear Committee and Editor of GQ magazine, Dylan Jones OBE commented “St James’s has played a large part in the attempts by the British Fashion Council to champion London during the bi-annual men’s fashion week, London Collections Men. To our international visitors, from China, Korea, Japan, the US and everywhere else, a St James’s event has become a staple. Personally, St James’s is one of my favourite parts of London.”David Gandy and Dylan Jones1[David Gandy and Dylan Jones]

For five consecutive seasons St James’s has held events during London Collections which culminated in last summer’s traffic-stopping Jermyn Street catwalk show seen by over 1,200 Londoners during men’s fashion week in June.Jim Chapman and Darren Kennedy1[Jim Chapman and Darren Kennedy]

Since its inception three years ago, the number of designers showcasing their talents at London Collections Men has grown rapidly in recognition of the growth of interest in men’s fashion in the capital. As The Crown Estate continues with its plan of £500m investment, bringing into the area over 70,000 square foot of retail space as well as new offices and restaurants, it is clear that St James’s will cement its place at the centre of that growth.

Luke Evans1[Luke Evans wearing Turnbull & Asser ]

The Crown Estate’s investment programme within St James’s seeks to secure the areas’ long term future, enhance its reputation as a destination for high quality shopping and dining, protect its niche in the West End and preserve its world class heritage. With contemporary menswear brands such as Sunspel, Tiger of Sweden and Grosvenor Shirts finding a home in the area alongside reinvigorated heritage brands, St James’s has reaffirmed its place as the centre of men’s style.Picture-44

A combination of the newly arrived brands and the more established traditional labels such as Aquascutum and Turnbull & Asser means St James’s can now offer an unrivaled choice of clothing and accessories in the heart of London.Jefferson Hack and Pam Hogg-1[Guest, Jefferson Hack and Pam Hogg]

The Crown Estate’s most ambitious projects to date is the £400 million joint venture with Oxford Properties to regenerate the St James’s Market area. The redevelopment of two blocks between Haymarket and Regent Street will provide 50,000 sqft of flagship retail space, over 200,000 sqft of new office floorplates and create a new shopping destination and restaurant quarter with half an acre of new public realm.

David Furnish and Patrick Cox-1[David Furnish and Patrick Cox]

St James’s Market is due to complete in early 2016 and set to open in the autumn of next year with an exciting retail offering set to be announced in the spring of 2016.Andrew Cooper, Stephen James and Andres Velencoso-1[Andrew Cooper, Stephen James and Andres Velencoso]

The internationally recognised concept store Dover Street Market is due to relocate from Mayfair to the Haymarket, St James’s in spring 2016 which will only go to cement the areas’ evolving appeal.

Spencer House (27 St. James’s Place, London SW1A 1NR)