Not to be confused with a stag party, the 'brodal' shower - a male take on the bridal shower - is a gentler but no-less-lavish affair. They're already the norm in the US, and grooms are upping the luxe factor here, too.
Mark Niemierko, one of the UK's top wedding planners, reveals how to put the 'show' in 'shower' with his ultimate itinerary:
'Getting there is part of the fun.' Think unusual transport; if you're in London why not arrange for everyone to meet in the same place and then hire a fabulous speedboat to transport you all along the river? To embrace the day, make everyone give up their mobiles; at a recent party, I asked guests to put theirs in an envelope, which was then handed back after the event had ended.
'Choose your suit... over cocktails.' Many Savile Row tailors have VIP suites - why not hire one out for an afternoon of suit buying and cocktail drinking? Spencer Hart's The Vault - a bespoke fitting area dressed with chrome and Chesterfield-style sofas - is the ideal setting.
'To end a laidback afternoon, head to a fabulous hotel.' The Lanesborough has just reopened after a lavish makeover and it's incredible- all masculine silk walls and dark oak furniture. Check out its Garden Room lounge, where you can try some of the world's finest cigars and sip vintage cognac. Or head to the slick The Connaught and ask mixologist Agostino Perrone, one of the best mixologists in the world, to create any drink you want. For that extra touch, make the staff you hire part of the fun; at one party I organised, we had someone serving champagne as they were taking a bubble bath - it added a touch of naughtiness to the day.