To celebrate the return of London Fashion Week Men’s, St James’s is giving 750 members of the public free access to its fourth annual open-air catwalk show in Jermyn Street.

Defined by its unique mix of heritage and contemporary brands, the district of St James’s has been the home of creative innovation for more than 300 years. This Saturday 9 June, an array of St James’s brands, such as Grenson, Paul & Shark, Aspinal of London, John Smedley, Lock & Co and Aquascutum, will return to the traditional heart of London’s men’s style for the show, which has been curated by top London stylist Grace Gilfeather.

Alongside the catwalk show, visitors to Jermyn Street can enjoy special discounts in many stores as well as cocktails and a selection of delectable cuisine at some of London’s best street food stalls. The see-now, buy-now show also allows guests to purchase the latest looks straight from the catwalk in the stores across St James. “I’ll be styling up some looks from all our favourite shops and incorporating them into modern trends,” says Gilfeather, “while celebrating the more traditional aesthetics of this one-of-a-kind part of London.”

Dylan Jones, chairman of London Fashion Week Men’s and editor of British GQ, said: ‘St James’s is a modern environment that continues to evolve and grow – an area of creativity and craftsmanship unrivalled anywhere in the world. The catwalk event showcases perfectly the mix of modernity and tradition found in St James’s, with its combination of heritage brands complemented by newly arrived contemporary fashion labels taking to the runway.’

Members of the public can attend any of the three afternoon shows free of charge by booking tickets on the website and taking a place on the front row alongside journalists, influencers and the world’s most important fashion figures.

The London Fashion Week Men’s St James’s show takes place Saturday 9 June at 1pm, 2.30pm and 3.30pm. Further information on the LFWM St James’s show and complimentary tickets available at stjameslondon.co.uk