Picture this; a beautifully crafted life-sized advent calendar full to the brim with a selection of twenty four unique gifts. In the heart of St James, you won’t have to because this Christmas that is exactly what is on offer.

[St James’s Advent Calendar]

It’s December 1st 2017 and London is about to open its most exciting gift of the year – the advent calendar. This Christmas London will be treated to an Advent Calendar like no other and will be unveiled in St James’s Market.The Pavilion in the heart of St James’s Market will be transformed into a larger than life display and become home to a unique take on the tradition of the Christmas advent calendar. Here at Jermyn Street Journal, we are very excited to get the festivities in order for another incredible Christmas in our traditional quarters.

The Installation

Illustrator Daniel Clarke will transform the Pavilion into a stylised cityscape filled with local and London landmarks. Every morning a new door will be opened to reveal a new Christmas scene along with a clever and innovative surprise.

To complement this festive centre piece in St James’s Market, a digital Advent Calendar will be opened on St James’s London Instagram (@stjameslondon) each day to reveal a one of a kind gift to be won. Behind every “virtual window” will be an exclusive gift from the unique and exceptional retailers, restaurants, art galleries and hotels found in St James’s. 

St James’s

St James’s is widely recognised as the original home of menswear in London and the stomping ground of the well-dressed from Beau Brummel to David Gandy. St James’s is proud to have invited London Fashion Week Men to curate a selection of the twenty four gifts, which celebrate the menswear creativity to be found in the area.

Chairman of LFWM Dylan Jones said “London Fashion Week Men’s is one of the most influential fashion programmes globally and it’s fabulous that we are able to expand our long standing relationship with St James’s and its brands by supporting the St James’s Market Advent Calendar.”

He also loves the culmination of eclectic “contemporary and classic brands” alongside the family businesses which are in the ninth generation. This really is a partnership like no other and this Christmas the menswear fashion will be more exciting and fruitful than ever before.

The Details

The advent calendar will run from Dec 1st – Dec 24th and to be in with a chance of winning a unique gift from St James’s brands including John Smedley, Trickers, Aspinal of London, Barbour International, Floris and many more visit for further details.