The Art of Being British: St James’s At Your Service is taking place on Jermyn Street today, Saturday September 10, from 12noon till 5pm.

The famous Mayfair Street will see some of the finest British fashion and lifestyle brands participating in a traffic free event that is packed with eccentric Britishness, unique presentations and engaging activities.

Taking place along the full length of Jermyn Street, in the heart of St James’s, London SW1, the occasion is hosted by The Crown Estate and the Jermyn Street Association, encouraging visitors from all over the world to celebrate the superb service and craftsmanship that exudes from the many retailers, cafes, restaurants and bars that are historically established in and around Jermyn Street.

Many local businesses are showcasing unique signature trades from a purpose built “retailer stage” hosted by Robin Dutt; London’s very own dandy and leading fashion and style commentator.

Other attractions include a fashion show, the opportunity to visit a butler and valet academy, be entertained by live classical musical and take part in a dance class at The Ritz-Carlton, in addition to demonstrations on how make the perfect martini and shine your shoes properly. On the food front, The Cavendish Hotel will be serving a charity hog roast (all donations will go to St James’s Church) A hog roast will provide the food while Fortnum and Mason will be serving samples of afternoon tea..

For the full low-down, visit www.jermynstreet.net.

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