But, if the latest addition to Thomas Pink's Jermyn Street store is anything to go by, men's fashion retail is finally getting its own dose of sexiness. Greeted by a neon-lit stretch of sleek, black lacquer and white glass, TP's 'White Shirt Bar' is a marvel of cool, selling every possible permutation of the sleeved staple, from slim-fit day versions to full evening dress styles like the 'Mayfair', a £250 luxury extravaganza of paneling and hand-beaded detailing.

Across town on Sloane Street, meanwhile, Dolce & Gabbana are joining in the man love, unveiling their first stand-alone men's store later this summer: a masculine amalgam of basaltine stone, polished walnut wood and black glass, housing D&G's slick suits, shirts, accessories, casual and sportswear.