Jermyn Street, the London street lined with upscale men’s outfitters and over which a bronze statue of famed dandy Beau Brummell presides, is planning a day of gentlemanly pursuits this weekend.
On Saturday, the road will be closed to traffic as the street hosts a garden party with the theme “The Art of Being British.” Runway shows will be held on the street featuring clothes and accessories from its resident boutiques, which include Church’s shoes, TM Lewin, Hawes & Curtis, Beretta and men’s and women’s ready-to-wear label Favourbrook. Thomas Pink, one the stores on the street, will offer customers a gift with every purchase and chances to win pieces from its collections to mark the day. Meanwhile, Fortnum & Mason, the tony department store, will serve an al fresco afternoon tea and demonstrate the art of tea making to visitors, while Dukes Hotel will instruct visitors in mixing the perfect martini. These activities will all be set to the strains of musicians from the Royal Academy of Music playing classical, jazz and show tunes live on the street.
“We thought that with the economy beginning to come out of recession, we would put on an event to raise awareness of the uniqueness of Jermyn Street,” said Ciaran Fahy, chairman of The Jermyn Street Association. “The street is unique in that a lot of products are still made on the street, such as perfume and shoes.”
Fahy added that he expects “upwards of 5000 people,” to visit the event throughout the day, which runs from 12 p.m. through to 5 p.m.