PURE LONDON OFFERS CURATED EDIT OF ESTABLISHED AND
EMERGING DESIGNERS
New exhibitors from across the globe include Siah Howard, Andaj London, Gipsy 2.0, VIRNA DRO, Jalabiyé and Geo by George
Pure London, the premium event for progressive fashion buyers, announces an inspiring curated line-up of womenswear, footwear and accessories brands for its forthcoming show, including exclusive brands, up and coming designers, and established buyer favourites such as United Nude, O’Neill, Irregular Choice, Ebarrito, King Louie, Emily & Fin, Thought, Joe Browns, Noa Noa, Ying Cai, Sugarhill Boutique, Scream Pretty, EAST, Religion, Valentino Handbags and the new UK launch of Replay Accessories.
Taking over the vast Grand Hall at London Olympia from 11th – 13th February, its curated show sectors including Womenswear, Premium, Spirit, Athleisure, Footwear and Accessories, will deliver a stunning range of collections expertly selected to match buyers needs. Visitors will discover the best in new and exclusive brands showcasing the latest trends and movements for AW18/19.
Premium Womenswear offers coveted designer pieces, distinctive brands and premium diffusion collections including the following brands:
This is the first trade show for Siah Howard, one of London’s leading Atelier Couture designers known for her impeccable style and taste. Her distinctive signature is of understated elegance, sophistication and balance, using the most luxurious fabrics and exquisite embellishments. Another London brand showing for the first time is Andaj London, a new handmade fashion label producing high-quality women’s coats crafted by skilled women using high-quality fabrics such as leather, cashmere, angora and wool.
Four exciting brands showing in the UK for the first time are German brand Gipsy 2.0, Italian designer VIRNA DRO, Jalabiyé from Istanbul, and from South Africa Geo by George.
With over 40 years of experience in leather outerwear, Gipsy 2.0 brings its latest sustainably sourced collection and classic leather, suede and lambskin jackets to Pure London. Jalabiyé is an eco-responsible high-end brand designed for the modern and spiritual woman. Creating a platform for the Middle Eastern and European woman to meet in dialogue, Jalabiyé aims to break the traditional code of modest fashion and focuses on natural fibres such as cashmere, wool, silk and cotton.
The Geo by George label creates timeless ready-to-wear pieces for the individual women that want to look stylish and effortless every day. Established in 2017 by George Sander, Geo by George presents its first Cruise 2018 collection at Pure London. Distinguished craftsmanship and hilarious fantasies combine under the direction of Italian designer Virna Dro’.
Meanwhile, award-winning South African womenswear brand, Tamara Chérie, offers a minimal, structured approach to her luxury ready-to-wear collection of soft tailoring and refined silhouettes. Other Premium brands include Jane LUSHKA, Argiddo and Carla Ruiz, The Cocoonalist, Divas, Ribes of LOVE, An Rheas, Coster Copenhagen, Choiboko, Yerse, Rino & Pelle, Bitte kai Rand, Jessica Russell Flint Design, URBAHIA, Isabel de Pedro, Zambak, Beate Heymann, Silvian Heach, Esmeralda, Tahlia, Dixie, Animapop, Denim Studio, Dina Shaker, KARMA KOMA, Coosy, Ying Cai, Millie & Elizabeth, Denim Hunter, and The O Boutique.
Encapsulating the energy and mood of young fashion, Spirit will be bursting with trend-led, ready-to-order fashion and street style collections. Look out for the distinctive Spanish brand Compañía Fantástica offering designs full of originality and attitude. Californian-based Liverpool Jeans is showing at Pure London for the first time, offering unique fabric blends and advancements in fit. Other Spirit brands showing are Elements Rainwear, Fearless Illustration, Sophyline, Urban Bliss, Danity, Collectif Vintage, Genese London, Explosion, ZAC & ZOE, Urban Mist, Daphnea, Glamorous, GoldKid London, Pinkiss, Girl in Mind, Goddiva, Pepaloves, Forevayoung, Daisy Street, and Glamour Bunny.
Returning womenswear favourites include Access, Armedangels, regular Womenswear Stand of the Year winner King Louie, Sugarhill Boutique, Fransa, ICHI, Part Two, Soaked in Luxury, Lily & Me, Pranella, Blank and EAST.
The ever-growing Athleisure section showcases the latest ranges in activewear, yoga wear, swimwear and underwear. Brand new in the UK market, from Australia, Free Spirit is an Ethical Yoga Wear brand showcasing their collection of 100% sustainable, organic cotton & bamboo tanks, tees and sweats, while an eclectic mix of statement leggings complete the studio to street look. 5% of profits are donated to the HOPE Foundation India.
Chikirina is a hybrid active/swim/lifestyle brand offering “live-in” multi-functional items that can transition from gym to street, street to the beach, and day to night. Holidolls is a spectacular new swimwear line designed to impress and made to show off curves. Stunningly sexy and daring ‘swimgerie’ is handmade and embellished by Italian craftsman.
Australian lifestyle brand O’Neill, and activewear labels Live!, Jilla Active, Xavi Active, Bellum Active, and Boudavida all return for their second season. Lingerie brands showing include Cherry & The Bees and Scrumpies of Mayfair.
Stride into next season with the eclectic edit of premium, established and emerging footwear brands including the return of United Nude.
Joe Browns Couture footwear offers a diverse range of shoes and bags designed exclusively in Great Britain. Classic shapes, elegant finishes combine with comfort and quality in their new autumn range. Other sought-after footwear brands to discover include Crime London, Marian, Irregular Choice, Inuovo, Holster, Fly London, Unisa, Yull, Weekend Barber, Alpe, and premium brands Snobs, Lola Cruz, Arche, Audley, and C.Doux.
A treasure trove of stand-out collections from revered designers and emerging brands, the Accessories section, also now incorporating Accessories Concept for new designers, offers must-have handbags, beautiful new designs in jewellery, watches, scarves and a host of other accessories.
Best Stand Award Winner, Ebarrito, return with their collection of high quality, handcrafted, leather bags and footwear. The Morris Fyfe Agency is excited to launch REPLAY Accessories into the UK and Eire markets from AW18, using the same characteristic Italian design and superb quality which have become the distinctive attributes of this global brand. Alongside REPLAY, Morris Fyfe Agency will also showcase the new Valentino Handbag collection.
New premium accessories brand Emma & Chloe joins the lineup, as does ‘build your own bag’ brand O Bag, specialising in customisable handbags and watches, enabling customers to choose the body, handles, interior, exterior trims and additional accessories to create a truly unique bag. For stylish and practical lifestyle travel accessories look out for Frequent Flyer. Its simple designs and functional details are the best fit for modern travellers. The collection contains six travel necessities including a trolley, a large backpack, a small backpack, a large pouch, a small pouch and a camera case.
Discover cute and quirky accessories from Cuscus the Cuckoos, Nina Ullrich and Rosa Pietsch while beautiful new jewellery collections from Binkevich, Studio d’Arte Visentin, KIWI+POMELO, and N2 add to what looks set to be an inspiring and exciting buying season at Pure London.
To find out more information on the AW18 event, visit www.purelondon.com. The next edition takes place from 11th – 13th February at London Olympia, welcoming over 800 brands across menswear, womenswear, young fashion, athleisure, footwear and accessories, as well as the new sourcing event Pure Origin.