Menswear Fashion Shows & Presentations: New Access

Global menswear sales are growing. How can men become more engaged in fashion shows and presentations if they are not the press, senior bloggers or buyers? This question was addressed (to an extent) by the Jermyn Street and St James #LCM SS16 Fashion Show at London Collections Men (LCM) in June 2015. It was an impressive idea. A public invitation was given via newspapers, online and social media. Anyone could apply. Tickets were allocated and awarded electronically. The application process was very straightforward.

The menswear fashion shows were held outdoors in central London and were repeated a number of times during the daytime. This avoided clashes with a packed schedule of evening events. Premium and luxury brands, who would have struggled to justify the outlay needed for a stand-alone show worked together. This collaboration increased each brand's exposure to the public, as they were presented as a coherent group. It also brought vital exposure to the Jermyn Street and St James retail quarter near Piccadilly Circus. Family groups attended. Overall, a very diverse audience. I hope that this concept continues at every LCM. This is a good idea, whose time has come. 

The brands that took part in the fashion show were Acquascutum, Alfred Dunhill, Barbour, Benson and Clegg, Budd Shirtmakers, Converse, Crockett and Jones,  Daks, Emmett London, Ghurka, Hawes and Curtis, Jigsaw Menswear, JM Weston, La Martina, Sunspel, Thomas Pink, Tiger of Sweden and Turnbull and Asser.

Above are clothes by Aquascutum, Budd Shirtmakers, Thomas Pink, Crockett and Jones and Alfred Dunhill.

Nic Horne (NH)