Jermyn Street, in the centre of St James’ in London SW1, will be free of traffic to host some of the finest British fashion and lifestyle brands taking part in The Art of Being British: St James’s At Your Service, on Saturday, September 10.
It is famous as an area catering for the discerning gentleman, with a range of shirtmakers, tailors, outfitters, shoemakers, barbers and cigar stores.
Local Jermyn Street businesses will be showcasing their trades from a purpose-built stage hosted by fashion and style commentator Robin Dutt. There will be a catwalk showing models dressed in St James’s fashion and accessories. Visitors will also be able to learn tricks of the trade from the professionals at a fun St James’ butler and valet academy.
Other events include an attempt at an ‘oyster-shucking’ Guinness world record at Wilton’s and a line-up of Ferrari sports cars. Fortnum and Mason, the Piccadilly store which backs on to Jermyn Street, will be serving samples of afternoon tea, and perfumer Floris will be demonstrating the production of its fragrances. There will be storytelling events at Waterstone’s bookshop, and cheese and wine demonstrations from Paxton & Whitfield.
Franco’s restaurant will serve an all-day brunch and the Ritz hotel will hold a dance class, a Ritz manicure and Ritz evening hair demonstrations. Meanwhile, the Cavendish Hotel will serve a charity hog roast with donations to the local St James’s Church where there will be a mini fête with a marmalade and cake stand and prize tombola.
For more information, visit www.jermynstreet.net