St James hosted an Open air catwalk show during the London Collections: Men
During the past weekend (June 14-15, 2015) Jermyn Street, in the heart of the West End, was transformed into an open air catwalk as St James's hosted a series of men's fashion shows open to the public as part of London Collections: Men (LCM).
This was the first time the general public have been invited to share the front row of a catwalk show during London Collections: Men with fashion leaders, press and celebrities attending from around the world.
Bringing together a fantastic array of brands, the event gave the visitors on the day access to the style and panache of LCM, with guests able to purchase the garments they see on the catwalk in the stores of St James's.
Dylan Jones, editor of GQ and chair of the Menswear Committee commented: 'LCM has already become a staple of the menswear calendar and it's fabulous that we are able to host a catwalk show on Jermyn Street for the first time. St James's is the perfect venue with its combination of heritage brands complemented by contemporary fashion labels'.
There were four shows on Jermyn St with about 1 200 visitors to the specially constructed catwalk, with the road closed to traffic. Brands participating included heritage names such as Aquascutum, Dunhill, Budd Shirts, Turnbull & Asser and John Lobb as well as contemporary, newly arrived names including Tiger of Sweden, Barbour International and Osprey.
Since its inception three years ago, the number of designers showcasing their talents at London Collections: Men has leapt from 46 to 77 in recognition of the global importance of London and the growth of interest in men's fashion.
Photos: Models presenting creations from St James Spring-Summer 2016 menswear collection; image.net
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