This weekend, the trade fair for fashion brands,
Pure London (1-3 August), will open at London's Olympia and organisers at Emap said it looks set to be in the best in its history, with a 17% increase in the number of brands exhibiting at the show. The number of pre-registered visitors is also the highest recorded for the show. Event Director Sam Bleasby said "especially in a tough economic climate, buyers are able to get the best possible choice and range of inspirational collections that will benefit their business. We’ve invested in the show to make it more appealing to buyers than ever before, with a new premium section, champagne tea parties, and two stages packed full of essential seminars , catwalks and industry leading guests."
New for the August event, the opulent surrounds of the Pillar Hall at Olympia will play host to a handpicked selection of the best high end, and exclusive boutique womenswear brands from around the world. Buyers will be able to source from over 20 leading labels including
Antik Batik, Betty Jackson Two, Stefanel,
Anonymous by Ross + Bute, Single and Best Behaviour.
British designer
Zandra Rhodes will be returning to the show with her handbag collection and her footwear range. Zandra Rhodes and Vogue.com will be live on stage, presenting key pieces from Zandra’s archive showing her signature prints, textiles, colours and fabrics and how they have influenced her current handbag and footwear collections.
Footwear designer
Terry de Havilland will be discussing his collections, style and influences over the last five decades with his new collection on show alongside Zandra Rhodes footwear, Five by Rio Ferdinand and Strutt London in the Iconic Footwear Lounge.
An inspiration for the future young design talent is being championed with Pure London backing several young, up and coming designers this season. The very best
BA Fashion Graduates and winners from
Graduate Fashion Week Rebecca Thomson, Sara Wandsworth, Naomi New and Rhea Fields will be opening the catwalk show on the main stage every day, a must see for any buyer.
The
UK Trade & Investment department will also be bringing 10 London based designers to the show including Ada Zanditon, Cecilia Hammarborg, Neurotica, Zoe Boomer, GulayCay Designs, Uncommonly Beautiful, Karje, Good one, Coco Barclay and Bestow.
Spirit will showcase a range of fun womenswear brands for people with a young attitude to fashion including Traffic People, Sugar Hill Boutique, Rare, Pink Soda, Motel, Ruby Rocks, Ringspun, Fornarina and Yumi. Label will host men’s and women’s young branded fashion including Bench, Fly 53, Vacant, Iron Fist, Desigual, Pepe Jeans, Criminal Damage, Vacant, Skunk Funk and Monkee Genes.
Casual leisure wear brand Whittawer will be showcasing in Label bringing their branded campervan. As the official music sponsor of Pure London they will provide a DJ over the 3 days. With the campervan setting the tone, the bar area will have a festival theme to it, dressed with picnic benches and deck chairs.
Also in the gallery, the Accessory Showcase returns. Get an overview of some of the best accessory brands including Johnny Loves Rosie, Fiorelli, Mischa Barton, Sam Ubhi, Paul & Jo Sister, Comfort Station and Ally Capellino. The Funky&Fresh section in Pure Accessories will return to the show housing brands for the cool, trendy fashion retailer. Top brands leading the way include BlingDeenie, Mia Lia, Kangol, Irregular Choice Handbags and Happy Socks.
To be paraded on catwalk will be a number of womenswsear brands, including Fullcircle, Love Phool, Cannisse, Charming, Color Fashion, Rosarosam, Mais il est ou le soleil?, Lauren Vidal, Only and Vero Moda Very. The Young Fashion catwalk taking place over the three days will include brands Yumi, Forever Unique, Rare, Iron Fist, Freddy, Max and Glamorous.
If you plan to attend Pure, I'll probably see you there!
