…Or the Art of Being British.

On Saturday 4 September 2010 The Jermyn Street Association is hosting a garden party celebrating English eccentricity whilst presenting a showcase of all the specialist retailers and restaurants in St James’s. The Art of Being British will offer four unique men’s and women’s catwalk fashion shows accompanied by displays and demonstrations from many of the famous retailers in St James’s including those from the revered hat, shirt, suit and shoe-making fraternity.

This celebration of English eccentricity will also feature four catwalk shows while the street is closed to traffic to encourage West End shoppers to relax and enjoy a peaceful atmosphere whilst discovering one of the UK’s most famous shopping streets.

T.M. Lewin, Hawes & Curtis and Fortnum & Mason will be hosting a great bunch of names showcasing their craftsmanship and key signature services. Cheese experts Paxton and Whitfield will engage shoppers with their exquisite British cheeses, Dukes will demonstrate how to mix the perfect Martini, whilst Berry Brothers and Rudd will be offering blind tasting with a chance to win a bottle of champagne. Davidoff cigar makers will show the art of hand rolling the perfect cigar. Fortnum & Mason will be hosting an al fresco tea party and will show the art of taking tea. A Jermyn Street professional valet and butler will be giving advice and sharing their knowledge on how to care for clothes and relate stories about the art of this profession in the 21st Century.

The Rolls Royce Phantom from The Ritz will be there and the Royal Academy of Music will perform a selection of popular British classical, jazz and theatre tunes live on the street. There will be a sports car display, church market, puppet show, hog roast and an area dedicated to the art of storytelling whilst Saturday shoppers will be tempted further in store with a unique selection of added value incentives only available on the day by the retailers of St James’s.

WHEN: Saturday, 04 September 2010, 12:00 – 17:00

WHERE: Jermyn Street, London, SW1, Greater London, United Kingdom