LFWM SS20: St. James

IN the heart of St. James also known as the original home of menswear, Jermyn Street transformed into a stylish open-air catwalk, showcasing over 30 leading heritage and contemporary brands in the honour of the area.

With bespoke outfits selected by fashion stylist Catherine Hayward, the show was based on the see-now-buy-now concept, meaning that all pieces showcased at the show were available to purchase from retailers in St. James’ for the remainder of the season.

With this in mind, St. James presented a vibrant and lively collection of brands, including John Smedley, Dunhill, Aquascutum, Harvie & HudsonTurnbull & Asser and more alongside a wide offering of street food and on-street activities in the area.

by Viola Li

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