Jermyn St, St James's Showcase the Secrets of St James's During London Collections: Men

LONDON, June 17, 2014 /PRNewswire/ --

For the second consecutive season, The Crown Estate's St James's Portfolio has hosted a presentation during London Collections: Men. Held at Fortnum & Mason, in the heart of St James's, the showcase revealed the "secrets" of stylish dressing presented by a select group of St James's experts.

(Logo: http://photos.prnewswire.com/prnh/201406... )

Jermyn Street, St James's is home to an unrivalled collection of exceptional outfitters, shirt makers, luxury grooming and menswear specialists. Within each business reside experts equipped to educate the enquiring gentleman as to how to look his very best.

In seven short films, these handpicked experts shared the secrets of perfecting sartorial polish; from how to bring a brogue to a military shine, to how to select the perfect shirt collar to suit your face shape; from how to add flair to a look with a pocket square, to how to get the closest of shaves.

Guests were treated to an exhibition style presentation with St James's brands showcasing their product alongside the films. Taking part were brands including Trickers, Bates, Turnbull and Asser and Floris whose presence in St James's has been long standing, as well as newcomers such as Tiger of Sweden, Osprey and Sunspel.

Chairman of London Collections: Men, Dylan Jones commented, "As London Collections: men goes from strength to strength in innovation, design and commercial terms, it is important to recognise the incredible influence English style, heritage and expertise has on culture and menswear in particular. Nowhere demonstrates this better than St James's and it is refreshing to see the area attracting a contemporary, modern customer."

To support and nurture the rich tradition of the area, The Crown Estate has embarked on a GBP500 million investment programme focused on St James's. James Cooksey, Head of Regional and St James's Portfolios, commented, "The Crown Estate is investing in the long term future of St James's that looks to enhance the unique character of the area. Looking to the future we will continue to position the area as a destination for luxury menswear and world class craftsmanship."

Following the Showcase, guests were able to tour Jermyn Street and St James's, visiting the resident brands to benefit from 400 years of sartorial expertise and catch a glimpse of the future for the well-dressed man.

To view the full selection of specially created films please visit - http://jermynststjames.co.uk

    Photo:
    http://photos.prnewswire.com/prnh/201406...

CONTACT: For further information please contactLouisa McCarthy or Lotte Lugg at Neville McCarthy Associateslouisa@nevillemccarthy.comlotte@nevillemccarthy.comTel. +44-(0)20-7940-2900