Written by Peter Brooker in Events on the 31st May 2017

June 10th 2017, certainly a date for the diary, even if you already have a prior engagement let us tempt you to blow it off for the St James's open air catwalk show for London Fashion Week Men's on Jermyn Street. Londoners and visitors alike will be able to attend shows on Jermyn Street at 1.30pm and 3pm free of charge. Brands showing on the runway, will include heritage names such as Turnbull & Asser, John Smedley, Lock & Co and John Lobb as well as contemporary, newly arrived names including Paul & Shark, Jigsaw Emporium, Sunspel and Barbour International all styled by British GQ’s Fashion Editor Grace Gilfeather.

"I'm looking forward to showcasing the very best menswear from St James's this summer season. It's becoming a bigger event each time and there's a real buzz on the day of the event. Guys can buy what they see on the catwalk immediately and there's something for everyone. Contemporary sportswear to more traditional tailoring; St James's combines both aesthetics from the best retailers in London.” - Grace Gilfeather.

The beauty of this parade (other than the free entry) is the see-now-buy-now aspect, lending the audience an opportunity to purchase looks straight from the catwalk in stores across St James’s. This is the third year that stylish Londoners have been invited to share the front row with the world’s fashion leaders, media and celebrities for a one of a kind show as part of London Fashion Week Men’s, bringing together a fantastic array of leading brands.

As well as the runway shows, visitors will be able to drop into the shops of St James’s for a variety of special in-store activities such as a shirt cutting demonstration from a Master Shirt Cutter at Harvie & Hudson and complementary wet shaves at world renowned perfumery Floris. Jermyn Street will also play host to some of London’s best street food retailers all offering a bespoke St James’s menu, making sure the day will be a feast for the taste buds as well as the eyes.

MenswearStyle will be there front row covering the event, so do stay tuned on our social feeds for pictures and updates. If you're thinking of coming, please do drop us a line, it will be good to get some audience feedback on the new collections. For further information on the LFWM St James’s show and to sign up for free tickets from May 30th please visit stjameslondon.co.uk

Styled by British GQ Fashion Editor Grace Gilfeather, the St James runway show at London Fashion Week Men’s will feature brands such as Sunspel and Barbour.