June 11th 2016 will see Jermyn Street, in the heart of the West End, transformed into an open air catwalk, as St James’s hosts 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 will give 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 see in the shows, from the stores of Jermyn Street and Piccadilly, a few steps from the catwalk.

LONDON, ENGLAND - JUNE 13: A model walks the runway at the runway at the Jermyn Street St James's catwalk show for London Collections Men on June 13, 2015 in London, England. (Photo by David M. Benett/Getty Images for The Crown Estate)

A model walks the runway at the Jermyn Street St James’s catwalk show for London Collections Men. June 13, 2015 [Photo by David M. Benett/Getty Images for The Crown Estate]

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 will be four shows on Jermyn St throughout the day with over 2,000 expected to visit the specially constructed catwalk. Brands participating will include 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.’

This year Jermyn St will also be home to a selection of gourmet food trucks (all creating St James’s inspired dishes!) for spectators to grab lunch at post or pre show and there will be a pop-up cinema running bespoke films focused on the St James’s area, including one from LCM ambassador Jim Chapman.

Fortnum & Mason Pops 1

[Food vendor Fortnum & Mason]

Many of the stores in the area will be hosting style master-classes, offering discounts or gifts with purchase on the day, as well as refreshments in store.

Hansen & Lydersen1

[Food vendor Hansen & Lydersen]

For further information on the LCM Jermyn St, St James’s shows
please visit www.stjameslondon.co.uk / @_StJamesLondon
#jermynstjames