ST JAMES'S unveiled his Spring/Summer 2018 collection during London Fashion Week Men‘s. by TONI&GUY
COLLECTION INSPIRATION:
AS PART OF LFWM THERE WILL BE FOUR SHOWS ON JERMYN STREET SHOWCASING THE WEALTH OF MENSWEAR TO BE FOUND IN ST JAMES’S AND CELEBRATING THE AREA AS A STYLE HUB IN THE CAPITAL. THE DAY’S OPENING SHOW AT 11AM WILL HIGHLIGHT THE ONE OF A KIND MENSWEAR OFFERING TO BE FOUND IN ST JAMES’S. FROM HERITAGE BRANDS SUCH AS TURNBULL & ASSER, NEW & LINGWOOD AND LOCK & CO TO CONTEMPORARY, NEWLY-ARRIVED NAMES SUCH AS TIGER OF SWEDEN, PAUL & SHARK AND SUNSPEL, THE SHOW WILL BE A PRESENTATION OF SS17 IN SEE-NOW-BUY-NOW FORMAT.
HAIR INSPIRATION:
AS THIS SHOW INVOLVED MANY DESIGNERS FROM JERMYN STREET, WORKING WITH EACH MODEL’S NATURAL TEXTURE WAS KEY. IF HAIR WAS STRAIGHT PRODUCTS SUCH AS LABEL.MEN DECONSTRUCTOR TO SEPARATE AND EXAGGERATE WAS USED, IF HAIR WAS CURLY IT WAS MORE ABOUT SOFTENING IT UP WITH LABEL.M LEAVE-IN CONDITIONER AND THEN ADDING A MATT EFFECT WITH LABEL.M MATT PASTE
