On the 9th June, Jermyn Street was transformed in to an open-air catwalk which celebrated an eclectic mix of heritage and contemporary brands for London Fashion Week Men’s. The area is renowned for its creativity and craftsmanship and the catwalk reflected this amalgamation of modernity and tradition.
The runway show featured a see-now-buy-now option, which allowed guests to purchase SS18 looks directly from the catwalk from stores across St James’s. The show was curated by top London stylist Grace Gilfeather, who commented; “I am excited to collaborate again with the best of St James’s retailers this summer. We had such a fantastic response last year and are thrilled that customers were able to buy exactly what they saw on the catwalk. I’ll be styling up some more key looks from all our favorite shops, incorporating modern trends and celebrating the more traditional aesthetics of this one of a kind part of London.”
Cheaney collaborated with The St James Correspondant, resulting in our Arthur lll brogue with St James etching on the sole, which also made an appearance at the catwalk. Similarly, our Woodchurch R Long Wing Brogue (available here) was styled with Tiger of Sweden trousers, vest and jacket with Harvie & Hudson socks.