St James in London came alive with the aroma of gourmet food and the clicking of cameras as Jermyn Street was transformed into an open-air catwalk on Saturday, June 11. For those not in the know, Jermyn Street is right in the heart of London’s West End. Our own West End is always buzzing with interesting things to do and London’s cultural hub is just the same – full of fascination and vibrancy.

This particular show celebrates an important date on the menswear calendar – London Collections Men (LCM) – and this was the second year that it has run, with great success. It showcases well-known brands such as New & Lingwood, Turnbull & Asser and John Smedley as well as contemporary brands. Among the audience, there were members of the public as well as VIP guests such as David Gandy, Jim Chapman and Hu Bing. Other activities included all-day whiskey tasting and shopping with discounts on showing brands.

Dylan Jones, the editor of GQ and chair of London Collections Men, said of the event that “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.”

To read more on the LCM Jermyn Street, click here.

By Rebecca van Heerden
Image via The Correspondent St James Twitter