St James is the undisputed home of British men's fashion. The milliner, the tailor, the luxury shoemaker – Jermyn Street holds some of the finest brands in English heritage fashion. So it seems only right that every season this buzzing road becomes an open-air catwalk for LFWM, showcasing the best that menswear has to offer.
The sun was shining, a gentle breeze was blowing and as the clock struck eleven, the beat of Jain's Makeba marked the start of the St James's Jermyn Street show. Now an institution of mens fashion week, each season the shops and designers that call this area home come together to showcase their new season offerings to a packed audience.
As the likes of David Gandy and Jim Chapman looked on, the models appeared on the runway. Curated by GQ's fashion editor, Grace Gilfeather, the show was split into sections – lightweight suits and linen from Emma Willis and Hawes & Curtis with colour pop accents kicked off the summer tailoring edit.
Dunhill introduced a more casual vibe with bomber jackets and roll neck sweaters, accompanied by Aquascutum and Barbour. Colours were subdued, ranging from soft greys to neutral beiges, with the odd flash of coral or turquoise adding warmth to the curated selection.
As the models filed off the catwalk, the crowd seemed buoyed by the show they'd just seen – there really is no better way to shop the current season than outside in the sunshine to some great music. Everyone soon dispersed in groups into the shops on Jermyn street, where live models sat in windows displaying some of the pieces we'd just seen and others for SS17. In a fashion week world where usually we are only spectators, there is something quite special about the St James's Jermyn Street show – it feels just that bit more interactive and immersive, adding a new element to proceedings.