Jermyn Street, St James’s at London Collections Men

Where heritage meets modern style

The show celebrated the breadth of British menswear, bringing together brands with deep roots in craftsmanship alongside labels offering a more contemporary interpretation of the modern wardrobe.

Among the names featured were Dunhill, Aquascutum, Budd Shirtmakers, Turnbull & Asser, John Lobb, Barbour International, Sunspel, Tiger of Sweden and Osprey.

Together, they created a varied picture of modern menswear.

Traditional tailoring and beautifully constructed shirting sat alongside relaxed outerwear, sportswear influences and more contemporary silhouettes. The result was a collection of looks that felt polished without being overly formal; a reflection of the changing way men were dressing.

The art of the shirt

Shirting naturally played an important role, with Jermyn Street’s long association with exceptional shirtmaking providing an unmistakable thread throughout the show.

Turnbull & Asser brought a particularly expressive interpretation to the catwalk. Known for its handmade shirts and longstanding association with British style, the brand explored a more adventurous side of its identity, incorporating striking patterns, rich colour and influences from different cultures while retaining its characteristic attention to craftsmanship.

The contrast was compelling: the precision and tradition of classic English shirtmaking combined with a distinctly modern attitude.

Tailoring with a relaxed edge

Elsewhere, the collections demonstrated that contemporary menswear doesn’t need to abandon tailoring in favour of casual dressing.

Jackets, trousers and structured pieces were softened through relaxed styling and lighter, more wearable combinations. Outerwear and sportswear added practicality, while footwear and accessories helped complete the looks.

John Lobb, with its reputation for exceptional footwear, represented another essential element of the British menswear tradition, while Barbour International brought its distinctive approach to outerwear into the fashion spotlight.

The overall effect was one of confidence without excess; clothes designed around craftsmanship, quality and individuality.

The Jermyn Street setting

What made the show particularly distinctive was its setting.

Rather than taking place behind closed doors in a conventional runway venue, the catwalk unfolded on Jermyn Street itself. The architecture, shopfronts and atmosphere of St James’s became part of the presentation, creating a natural connection between the brands and the neighbourhood that has helped define British menswear for generations.

It was an opportunity to see these clothes not simply as fashion, but within the environment they belong to, surrounded by the history, craftsmanship and character of one of London’s most celebrated menswear districts.

CARRO behind the lens

CARRO’s photographs capture more than the individual looks.

They document the movement and energy of the catwalk, the details of the clothing and the contrasts between the different brands. From sharply cut tailoring and beautifully finished shirts to relaxed outerwear and statement pieces, each image offers a glimpse into the diverse world of contemporary menswear.

There is also a sense of place within the photographs. The distinctive surroundings of St James’s provide a backdrop that feels inseparable from the clothes themselves.

For CARRO, photographing the show was an opportunity to preserve that relationship between fashion and place, capturing a moment when some of Britain’s most established menswear traditions met a new, more contemporary approach to dressing.

British menswear, captured in the heart of St James’s

The Jermyn Street catwalk demonstrated why British menswear continues to have such a distinctive identity.

Craftsmanship remains at its heart, but tradition doesn’t mean standing still. The brands represented a wardrobe that could be formal or relaxed, classic or expressive, understated or bold, while still retaining the quality and attention to detail associated with St James’s.

Through CARRO’s photographs, the show lives on as a visual record of that meeting point: Heritage and modernity, craftsmanship and creativity, all brought together on one of London’s most iconic menswear streets.