In celebration of London Craft Week, New & Lingwood has been selected as one of the eight British menswear brands to create a bespoke capsule collection for Jimmy Beaumont, a fictional character of London’s iconic The Beaumont hotel in Mayfair.

The Beaumont hotel founder and CEO, Jeremy King OBE, asked a few of his favourite menswear brands to create Jimmy Beaumont’s wardrobe and bring to life the process of commissioning bespoke garments. Each tailor has produced an outfit for the fictitious character to reflect the interior design of the exquisite 1926 hotel building.

[The Beaumont]

New & Lingwood, famous for its luxury dressing gowns and velvet slippers, was a natural choice. The bespoke pieces designed by Product & Marketing Director Simon Maloney reflect the discerning character’s subtle style yet still evokes the brand’s flare for colour and design. ‘I wanted to create something that felt decadent and redolent of the Great Gatsby era but still felt relevant. This needed to feel like something that wouldn’t look out of place in our St. James’s store today.’ says Simon.

[The Beaumont]

The exclusive collection will be displayed in the New & Lingwood store throughout London Craft Week, 3rd – 7th May. The collection will be presented at a private dinner co-hosted by Jeremy King OBE and GQ editor, Dylan Jones OBE on Thursday 4th May at The Beaumont, celebrating this remarkable collection highlighting British menswear, design and craftsmanship.

Founded in 1865, New & Lingwood remains one of London’s longest established and most respected English gentleman’s outfitters, making it the desired destination for perfectly tailored suits, exquisitely tailored shirts, striking footwear and high quality accessories.