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St James’s Market Advent Calendar Activation

The exciting new festive giveaway campaign from St James’s was unveiled in London last night in collaboration with LFWM at Pavilion St James’s Market. Ambassadors Dylan Jones and Caroline Rush opened the first window of the advent calendar like no other to uncover the first prize up for grabs – A men’s Lou Dalton and John Smedley jumper and scarf set. The Pavilion has been transformed into a larger than life installation display created by illustrator Daniel Clarke showing a stylised cityscape filled with local and London landmarks, where every morning a new door will be opened to reveal a new Christmas scene.

To complement this festive centrepiece in St James’s Market, a digital Advent Calendar will be opened on St James’s London’s Instagram Stories to reveal a one of a kind gift to be won by a lucky winner each day. Behind every virtual window will be an exclusive gift from the unique and exceptional retailers, restaurants, art galleries and hotels found in the St James’s area.

Pavilion Advent Calendar Activation
Pavilion Advent Calendar Activation

Widely recognised as the original home of menswear in London and the current stomping ground of the well-dressed from Beau Brummel to David Gandy, St James’s is proud to have invited London Fashion Week Men to curate a selection of the twenty four gifts, which celebrate the menswear creativity to be found in the area. The advent calendar will run from Dec 1st – Dec 24th and MenswearStyle has been chosen to announce the prizes on the 5th and 10th December. To be in with a chance of winning a unique gift from St James’s brands including Lou Dalton, Berry Bros. & Rudd, Fortnum & Mason, Aspinal of London, Arc'teryx, D R Harris, Emma Willis, Cubitts, Smeg, Barbour Int, The Ritz, Harvie and Hudson, Trickers, Budd, N.Peal, Tiger of Sweden, Mint Leaf, Jigsaw, New & Lingwood, Sims Reed, Lock & Co, Grenson, John Smedley, Floris, Maille, Sunspel, Villandry and Haymarket Hotel visit stjameslondon.co.uk for further details and follow @stjameslondon on Instagram and be sure to watch their Stories for daily entry details.

This luxurious shopping area of London is certainly worth a visit this Christmas season. There’s a stunning set of Christmas trees outside the entrance to Aquavit and be sure to check out the virtual reality backcountry ski hut pop-up inside the Arc'teryx store. Together Arc'teryx, Destination BC, and the Northern BC Tourism Association are sharing the magic of remote ski hut living and telling the story of what enables and inspires people to explore wild spaces. The Hut Magic premier alpine footage will inspire you to get outside this winter and celebrate the wild outdoors. It's designed to instantly transport users to the Howson Range to experience glacier travel, epic powdered slopes, and soak in the 'après ski' surrounded by friends.

Arc'teryx Magic Hut
Arc'teryx Magic Hut

The Prizes 

Arc'teryx (5th Dec): the prize for the 5th of December is the Arc’teryx Cerium SV Hoody Men’s Ski Jacket. The lightweight, warm 850-fill down hoody performs as a midlayer or standalone whilst on the slopes and is worth a whopping £400.

Barbour International (10th Dec): the prize for the 10th of December is a His and Hers Barbour jackets of the winners choosing. Choose from their iconic waxed country jackets to an urban look leather jacket, the choice will be yours.


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