The Crown Estate: London Fashion Week Mens

The Crown Estate: London Fashion Week Mens


Earlier this year, we took on the exciting task of placemaking an iconic London location, steeped in culture and heritage – St James’s. As part of this work we have launched a bold new repositioning of St James’s as a “one of a kind” area.

Our first activation, in partnership with PR agency Neville McCarthy, was for the most revered event in the menswear calendar, London Fashion Week Men’s. By focusing on the heritage and luxury craftsmanship within the area, we brought to life the “one of a kind” positioning by forming the story that St James’s was, is, and always will be “the original home of menswear”.

Throughout the day we covered the singular open-air catwalk on Jermyn Street with Facebook Live commentary, live updates of the unique see-now-buy-now collections and shared tasty food offerings on our Instagram Stories. We met with British Esquire’s Teo van den Broeke to give a once in a lifetime glimpse backstage on Instagram Live.

In addition to the above, we met with the curator of the St James’s show (British GQ’s Fashion Editor, Grace Gilfeather) who gave us her top five favourite looks for this year’s collection, forming the basis for a hot-off-the-catwalk fashion snapshot on social.

The activation was a resounding success, as St James’s as an area received three times as many mentions as it did at last year’s show, as well as gaining coverage from publications like WDD and Yahoo Style, securing the area as a leader of one of a kind fashion events.

Keep up to date with all of St James’s activity by following us on social media: @StJamesLondon.

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