Jermyn Street Heads Back to the Future

Bespoke films reveal tips on stylish dressing during London Collections: Men.

SPEAKING JERMYN: The luxury shopkeepers of Jermyn Street and St. James’s showcased their history and traditions with a series of films during a collective presentation during London Collections: Men.

Three soldiers from the Irish Guards regiment stood sentry at an exhibition showcasing seven black and white films with experts from the Jermyn Street community discussing the finer points of men's dressing and grooming. Christopher Mundy of Budd Shirtmakers shows how to fold the perfect pocket square, while Nicholas Payne-Baader of Lock & Co. discusses hats and hat etiquette. Barber Carmelo Guastella imparts tips on how to get the cleanest shave possible, while Captain Martin Brennan of the Irish Guards offers a step-by-step tutorial on how to achieve a perfect shine on shoes.

There was also a show of products from St James’s brands including Trickers, Bates, Turnbull & Asser and Floris, who are longstanding residents in the neighborhood. Newcomers such as Tiger of Sweden, Osprey and Sunspel, also took part.