There could hardly be a time more topical to launch a business shirt range. Workers across the square mile donned jeans and jumpers last week for fear of being targeted by G20 protesters. The normally, more-often-than-not very dull topic of business attire, unexpectedly found itself in the spot light.

So the celebration a week earlier, of designer business shirt brand Monsieur Baron’s first birthday and lavish launch of the new range at celeb hangout, Kitts in Sloane Square, could hardly have provided more of a contrast. Especially in light of the close city links of the designers behind the brand.

If you haven’t heard of them before, then let me fill you in. Monsieur Baron had been manufacturing shirts for fashion houses including Armani, Gucci, Alain Figaret, Eden Park and Cerruti for 25 years before setting up a label in his own name with son Charles Baron, a convertible bonds trader in Canary Wharf and son-in-law Tristan Lagesse, who formerly worked in reinsurance for Lloyd’s.

The focus of the range is simple – stylish shirts with sharp tailoring. All have the same cut, all buttons are mother of pearl, there’s a choice of 20 different fabrics and each have moveable bones in the collar. But, what makes the range particularly interesting, especially in an age of investment buying is the clever use of nano-technology fabric which allows fabric to breathe, keep its softness and draws water away from the body.

So yes, the subject of business shirts it fairly straightforward. But Monsieur Baron proved it can by sexy too. Their show had the men’s shirts modelled, very successfully I might add, by women. Striped, plain and crisp white shirts were spiced up with the use of shorts, blazers, layering, sequin ties and even by wearing them backwards. I’ll never look at a plain old shirt the same way again. You can view and order the range at www.monsieurbaron.com.