Some of the finest British fashion and lifestyle brands will be taking part in The Art of Being British: St James’s At Your Service, on Saturday 10 September.
Jermyn Street, in the centre of St James’s in London SW1, will be free of traffic for the afternoon. 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’s 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 that backs on to Jermyn Street, will be serving samples of afternoon tea, and perfumiers Floris will be demonstrating the production of their 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. 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.
Jermyn Street is named after Henry Jermyn, Earl of St Albans and former Ambassador to Paris and The Hague. In1664 he obtained a grant of crown land from King Charles II to develop a residential neighbourhood in the area known as St James’s Field. He is considered to be the true founder of London’s West End.
Jermyn Street’s residents have included Sir William Stanley, Sir John Churchill (later the 1st Duke of Marlborough), Sir Isaac Newton, William Pitt, Sir Walter Scott, the poet Thomas Gray, William Gladstone and W. M. Thackeray.
The Art of Being British: St James’s At Your Service
Saturday 10 September, noon–5pm
Website: www.jermynstreet.net
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