EXPERIENTIAL TREND- LEAD CONTENT AND ORDERS TAKEN AT PURE LONDON

Press release: July 2017

 

London’s leading trade show for fashion buyers, Pure London, closed its doors on a strong SS18 edition this week as enthusiastic visitors sought out the latest collections in womenswear, menswear, footwear, accessories and athleisure. The show boasted a global offering championing new feature areas, emerging brands, an unrivalled education programme and seminar content.

With many brands experiencing high order volumes, the show combined serious business with creative and inspirational experiential content initiatives including keynote speeches from fashion designers Dr Pam Hogg and Henry Holland, buyer briefings from WGSN, seminars and the new Meet the Experts one to one sessions.

Olivia Cantillon, Founder of Ownthelook.com said: “’As always, Pure London delivered an exciting mix of brands for SS18. It’s a really key way for us to learn of new, emerging brands and a great opportunity to meet with our existing brands to review their new season collections. Own The Look discovered two new brands which I’m really looking forward to debuting on site in the coming months!”

Julie Driscoll, Portfolio Director at Pure London says; “There was a genuine buzz in the aisles and on the stands at Pure London this season. It was exciting to see so much creativity from our exhibitors – both they and our visitors enjoyed our experiential and content-rich programme designed to educate and inspire. Pure London prides itself on innovation; evolving and pushing the boundaries to ensure the buying experience continues to meet the needs of our ever-changing customer and audience. We have some exciting plans for our AW18/9 show in February which will be announced soon.”

Enriching the visitor experience the catwalk shows and WGSN Buyer’s Briefings presented a line-up of the key fashion trends of the season from a host of international and British brands.

During her Buyer’s Briefing, Sara Maggioni, Director Retail and Buying at WGSN stated that consumers will be buying less but buying better. Sustainability and versatility is key; with season-less and dual-function items offering value for money and the blurring of genres and categories opening up cross merchandising opportunities.

A new category to watch out for, and an extension of the growing Athleisure trend, is Sloungewear – based on statistics stating that by 2020 45% of Americans will work from home, Sloungewear offers a merging of active, sleep and loungewear.

Dresses, in particular midi styles, continue to be the biggest category but there is an increasing indication that we’re seeing a return to separates, as well as multi-functional items such as the two-piece dress – an item that can be deconstructed into three items. Drawstring tops are a new take on volume and ruffle tops for SS18, and Angel sleeves offer a new alternative to the cold-shoulder styles.

Colourways see the continued influence of prints. Pink now becomes a core shade not just a fashion shade but sees a move away from dusty soft pinks to more daring Magenta and Fuchsia tones with a high octane 1980s feel, while Rose Terracotta offers soft neutral pinks with reddish hues. Pale Sage brings a new alternative to pastel mints and utility greens which are set to be key for swimwear.

Other key colourways include Lilac, Bold Red, Summer Wine, and Solid Neons used as detail features to contemporise utility and military looks. Textures and materials for SS18 include sheer and luxe Soft Glitter, modern Contemporary Lace on boxy shapes, Feminine Sheers to give a flowing feminine feel to contemporary shapes, exaggerated Bows, Ruching and Drawstring as an update to the familiar gathering silhouette, and Lace Up details especially coming through on denim. Prints and Patterns in the form of florals, stripes and placement prints are still growing, and Tie-Dye becomes less hippy and moves into more contemporary territory on denim and wovens. Slogans continue but become more inclusive – eyecatching, Instagrammable, and featuring messages of inclusivity, non-gender and against discrimination. And the use of World Fonts indicates the move towards Globalisation over Westernisation.

To help with S/S 18 planning, WGSN’s four overarching Vision themes were mapped across six key retail drops, providing clear insight into which Vision trend will be most relevant for which parts of the season, enabling effective planning for product development across all seasonal ranges.

The season opens with Slow Futures, focusing on practical and functional product that crosses over from winter into the Spring Transitional drop. Slow Futures focuses on the importance of basics, but with a more luxurious approach. As demand grows for long-lasting essentials, fabric assumes a new importance. In this trend, basic no longer means ordinary. Quite the contrary: wardrobe staples are becoming more lavish and desirable. Minimalism is a key influence in the Slow Futures trend, but moves away from its purist roots to embrace strong silhouettes, clever cuts and added texture. The trend for raw edges becomes more tactile with all-over finishes, and slubbed fabrics use silks and jerseys, adding interest to simple designs with elevated details. Shapes become more structured, as sharp edges and circular silhouettes become more important in tailored and volume items.

Kinship has two drops: Spring which centres around lighter layers, and Mid-Spring & Festival, which explores new festival essentials Kinship is a trend focused on adventure and travel, driven by cross-cultural connections in a globalised world, and the pioneering spirit of ancient Silk Road trading. This trend offers pick-and-mix influences that take us on a journey from sea voyage to souk, including swashbuckling nautical looks, Islamic geometrics and updated rodeo styles.

Emerging designer from USA Dur Doux

Kinship offers a layered approach to dressing, both in terms of design details and cultural references, which makes it perfect for Spring and Mid-Spring & Festival retail drops. Craft is fused with clever pattern cutting in this trend, and historical and cross-cultural details are key. Romantic and bohemian styles take on a tougher look, and casual looks are elevated with a focus on refined fabrics, raw-edge layering, intricate embellishment and surface texture.

Psychotropical also has two drops: Summer which targets both casual and resort, and High-Summer, which focuses on beach looks, with an emphasis on print and pattern. Psychotropical sees lush botanical themes take on a heightened, almost synthetic form, with motifs that have a hallucinogenic quality. Colours are deep and saturated, and the juxtaposition of the natural and the man-made creates an unusual tension that feels new for the season.

Swim and beachwear is a key reference this trend, which plays perfectly into the Summer and High Summer retail drops. Beautiful constructions and patterns traditionally seen on swimwear translate to apparel here, as beach-to-bar items evolve into everyday dressing, much the same way loungewear and pyjama dressing has. Silhouettes are simple and fluid, rather than restrictive, and materials offer a sense of refinement and luxury Youth Tonic has an expressive urban attitude that works for the Summer Transitional drop, as the season moves towards autumn. Youth Tonic embodies the exuberance of youth, but also appeals to older consumers in a market where age distinctions are more amorphous. It’s a rebellious direction driven by a new wave of young designers, which defies categorisation and moves gender-fluid styling into the mainstream.

 

The Youth Tonic trend takes place against a backdrop of bleak news and social upheaval, which is giving rise to a more outspoken, socially aware generation. Accepted norms are being challenged by young creatives, who are channelling their energy through fashion, clubbing, music and politics. The result is an eclectic clash of styles with a dash of neonostalgia, where 1990s clubwear and street style assume a new relevance.

Adding to the eclectic array, additional catwalk scenes included a presentation by Turkish brands of Istanbul, displaying pieces inspired by the country’s east-meets-west culture. Zell, Party 21, Joymiss, Cara, Zamback and Exquise showcased a modern and elegant style of clothing. Premium Emerging Brands also stole the limelight with a vibrant catwalk scene featuring directional pieces by Dur Doux, Blanc Studio, Bosari and Alara Sagasen.

 

Pure London comes with brand stories and happiness motives

Press Release, 24th of July, 2017

A Romanian Designer brings motives of happiness to Pure London

Pure London, the fashion experience has started and designers from all around the world came to showcase their 2018 fashion collections. Izabela Mandoiu brought a special collection, which tell the story of Romanian traditions and symbols, which are the key of the fashion items she creates. She has conducted a national research telling which are the happiness motives of Romanian women and wants to spread the story, to promote her national values.




Creativity roots

Izabela is inspired by the folk treasures which she grew up with in Arges area, Romania. She started to create fashion items which give a new interpretation of old heritage and combine traditional style with the contemporary trends.

Pure London step

The designer wants to present her products worldwide because she trusts Romanian creativity and sees a high potential in the symbols that tell the stories of her nation. She is popular for the reinterpretation of IE, Romanian Blouse, well known by people all over the world. The public and the buyers can see Izabela’s fashion items at Olympia, London, stand no. A85, till Tuesday, 25th of July.

What makes Romanian women happy – national research –

Family, health, love, these are the most important reasons for Romanian women’s-happiness, according to a national study by Izabela Mandoiu. The survey was conducted on a sample of 1,000 people of Romanian nationality, respondents aged 15 to 55, people holding a device and internet connection.

Izabela Mandoiu cares about the feedback of her clients. In interaction with the audience, she noticed the reaction of delight at the sight of the pieces of clothing with the traditional motifs. The research objectives were:- finding the Romanian women’s motives of happiness, through questions with given answers and open questions;- achieving a top 10 reasons for Romanian women’s happiness;- finding the degree of interest for clothes with traditional motifs, related to the degree of interest in simple clothes;- identifying the consumer behavior regarding clothing items.  Following the research, the hypothesis that traditional motifs are motives of happiness was confirmed, while the hypothesis that classed shopping among the first 10 reasons for Romanians’ happiness was quashed. Of the 20 variants offered in the survey, obtained from a focus group, here are the 10 main elements that make Romanian women happier: family, health, love, freedom, knowledge, personal achievements, trips, relaxation, music, time spent in nature. Shopping is ranked 17th and the financial position is 14th out of 20th.

Designers statement

“We are a nation who, more than ever, are proud of the Romanian culture and all the traditional treasures and the Romanian symbolism have to offer. The fact that our ancestors’ creativity is a source of inspiration and is appreciated at international level is an additional validation that traditional motifs are a great quest. The results of the study “Motives of Happiness” claim that if a woman has to choose between a simple piece of clothing and one with traditional motifs, will choose the second item. I am proud of the fact that we have a top 10 motives of happiness that show us that Romanians love values and appreciate everything that brings quality to life. I am glad to tell about this study to the ones I am going to interact with at Pure London, as we are participating for the first time at an international fair this year, “says Izabela Mandoiu. See the SS18 Collection here. Contact: izabelamandoiu.comFb page: fb/izabelamandoiu

 

 

Pure London SPIRIT STAGE

Day 1: Sunday 23rd July 2017

 

11.15-11.45 Experience is king in the world of social media, not content
Join us for this interactive Q&A to discuss:
·  How to develop a USSP – Unique Social Selling Point
·  Not all social media is truly social – Explore the differences between social
broadcasting and genuine social content
·  Importance of social intuition – What qualities make someone a good social media
professional?
·  The rise of the micro-influencer – How to use this form of marketing
Lisa Maynard-Atem, Social Media Manager, Harrods Limited
Interviewed by Graeme Moran, Head of Content: Fashion and Features, Drapers
12.00-12.30 Spirit catwalk
Showcasing the latest designs from a mix of stylish labels aimed at a trend-led audience
12.45-13.15 Steps for success and progress with activewear and bodywear
Gain valuable insights into the activewear and bodywear industry
Steps for creating a suitable and successful route to market
Advice to help you incorporate a capsule collection in store and online
Design processes including design details and components
Trends, fabrics and colour palette development to aid your collection
Nichole de Carle, Lecturer at London College of Fashion for Activewear, Lingerie &
Swimwear Design
13.30-14.00 How to create engaging content for your blog and social media
Techniques to attract new followers, and get audiences engaged and returning
How to create beautiful imagery with limited time and expertise – Tips on
lighting, editing and keeping things consistent
Analyse the effectiveness of your content – The best and safest apps and services
to use
Streamline the process – What should you prioritise, and how to manage a full
time job alongside your blog and social media
Outsourcing – This can be a retailer or bloggers best friend
Mitchell Webb, Founder and Writer, Thefashionwebb.com
14.30-15.00 Spirit catwalk
Showcasing the latest designs from a mix of stylish labels aimed at a trend-led audience
15.20-15.50 Keynote Address taking place on Main Stage
16.00-16.30 Social Media: The Risks, Rewards and Consequences for Fashion
Hear how top global fashion use social media to reach new consumers; explain
their brand (Burberry); re-invent their history (Chanel); and burnish their image
(Gucci)
How Armani differentiates all his labels on differing social media
How independent are bloggers and journalists? How much influence do they
really have and how much is for sale? Are ambassadors more cost effective than
models or movie stars?
Instagram as a designer tool – Creative directors no longer just design, they are
obliged to be social media stars too
Case studies including how Olivier Rousteing helped double the value of Balmain
via Instagram
Godfrey Deeny, International Editor-in-Chief, FashionNetwork.com

 

SPIRIT STAGE

Day 2: Monday 24th July 2017

10.30-11.00         Maximising your potential: Creating a successful online fashion retailer

 

Discussing:

 

  • Thoroughly understanding your customer and how they’re changing

 

  • How to make the most of your resources, from money to time, however limited they are

 

  • Building a strong brand identity and how to communicate it effectively, in order to grow
  • How to create successful networks and collaborations – challenges and successes

Jacynth Bassett, Founder, the-Bias-Cut.com

 

11.15-11.45         Working in Harmony – Brands and Bloggers

 

An interactive discussion about how to identify an influencer to collaborate with, how to work with them successfully and measure their effectiveness, discussing:

 

  • How to approach collaborations, gifting and negotiate terms

 

  • How to get the look and feel of the product placement online right for you and the influencer – photography, content, style of writing, graphic design

 

  • How to communicate effectively, overcome any challenges, and ensure a positive ongoing partnership

 

  • How to maintain authenticity with paid content
Moderator:
Marie Louise Pumfrey, Co-Founder, The F Club
Panellists:
Mary Moran, Founder and CEO, ILU
Alex Light, Fashion Editor, whatalexwears
12.00-12.30 Spirit catwalk
Showcasing the latest designs from a mix of stylish labels aimed at a trend-led audience
12.45-13.15 WGSN Exclusive Menswear S/S 18 Buyers’ Briefing
WGSN’s experts will share perspectives on the key looks, colours, shapes and fabrics that
will be huge in Spring Summer 2018. This menswear fashion forecast is an essential
session for buyers, stylist and designers.
Sara Maggioni, Director – Retail and Buying, WGSN
13.30-14.10 Lessons in success: How independent retailers can survive and thrive
Join us for this interactive session with three thriving indies, each running successful bricks
and mortar stores, alongside their online businesses. Shortlisted for Drapers Footwear
Award 2017 in the category, Independent Footwear Retailer of the Year, they will reveal
how to maintain a thriving business, understand customer needs, select the right product
ranges and overcome major challenges along the way.
Moderator:
Lauretta Roberts, Editor-in-Chief, The Industry London
Panellists:
Eleanor Farrelly, Buying Manager, Bells Shoes
Samuel Perry, Head of Sales, Envee of Monmouth
Hannah Holmes, Owner, Room for Shoes
14.30-15.00 Spirit catwalk
Unmissable collections from Spirit Young Fashion take to the runway, alongside emerging
designers in the ‘Launch at Spirit’ scene
15.20-15.50 Keynote Address taking place on Main Stage

 

 

16.00-16.30 Why Do Fashion Better: The Business Case for Sustainability
What evidence is out there for fashion businesses to embrace sustainability?
Consumers: do they care?
Stakeholders: trends around transparency in the industry
Futureproofing: who’s investing in sustainability and how’s it paying off?
Moderator:
Tamsin Lejeune, CEO, Common Objective and Founder of the Ethical Fashion Forum
Panellists:
Richard Mkoloma, Freelance Designer, Previously worked as Senior Designer for Adidas,
Puma, and Fila
Marko Matysik, Contributing Editor for Vogue China & Japan

 

SPIRIT STAGE

Day 3: Tuesday 25TH July 2017

10.30-11.00        Adding value to your range: Sourcing and selecting fibres and fabrics

  • Trends in sourcing fibres and fabrics
  • Fast Fashion and Slow Fashion
  • Improving quality and how to add value to your range
  • Sustainable fibres and fabrics

 

  • Educating the customer: How to communicate the benefits of different fibres and fabrics to your customers

 

Janet Wilson, CText FTI, Lecturer for London Artscom Ltd., London College of Fashion

 

11.15-11.45        Bloggers Guide: How to work with influencers

 

  • Placing value on the space of socials – How to identify the right influencer for your brand

 

  • Working with influencers – Gifting and what to incorporate in a contract?
  • How to effectively communicate with your influencer

 

  • Understand the challenges that influencers face to build better, long term relationships

 

  • Clarity of end goals and how to analyse your influencer’s impact
Moderator:
Paul McGregor, Founder and Editor, Mens Fashion Magazine
Panellists:
Rowan Row, Fashion, Fitness, Lifestyle Blogger
Ben Heath, Founder and Editor of Twenty First Century Gent Fashion
Jamie Cullen, Fashion , Grooming and Lifestyle Blogger
12.00-12.30 Spirit catwalk
Showcasing the latest designs from a mix of stylish labels aimed at a trend-led audience

 

12.45-13.15        How to turn your passion into a successful business

  • The big idea – the initial concept (your USP, customer & competitor research)

 

  • The essentials of getting started – how to put together your business plan and long-term strategy

 

  • The hit-list – the step by step guide to action your concept
  • The high & lows – what to expect

 

  • The day job – the reality of life as a boss

 

  • Reflecting with hindsight – how to recognise and react quickly to necessary changes post launch

 

Olivia Cantillon, Director, Ownthelook.Com

 

 

13.30-14.00 How the Fashion Retail Academy works with Retailers
Head of Curriculum and Quality at the Fashion Retail Academy awarded Outstanding by
Ofsted in September 2017 will discuss their unique relationship with industry and current
curriculum developments including Fast Track Degrees launching in September. She will be
joined by a key retailer partner to explore the integrated industry touch points students
benefit from.
Saskia Niderost, Head of Curriculum and Quality, Fashion Retail Academy
Janine Jenkinson, Head of Talent Acquisition and Retail HR, River Island
14.30-15.00 Spirit catwalk
Unmissable collections from Spirit Young Fashion take to the runway, alongside emerging
designers in the ‘Launch at Spirit’ scene

 

Disclaimer and copyright: © Ascential Events  2016

This is a draft programme only and all content is subject to change

 

 

 

 

 

 

 

Pure London MAIN STAGE

Day 1: Sunday 23rd July 2017

11.00-11.30 Main stage catwalk The main stage runway show presents a line-up of the key fashion trends of the season from inspirational designers

11.00-11.30 Main stage catwalk
The main stage runway show presents a line-up of the key fashion trends of the season
from inspirational designers
11.45-12.15 WGSN Exclusive Womenswear S/S 18 Buyers’ Briefing
WGSN’s experts will share perspectives on the key looks, colours, shapes and fabrics that
will be huge in Spring Summer 2018. This womenswear fashion forecast is an essential
session for buyers, stylist and designers.
Sara Maggioni, Director – Retail and Buying, WGSN
12.30-13.00 Strength in numbers- Effective ways of working with like-minded indies that will
improve your business
·  Are you ready to be a part of the UK’s biggest retail network? You’re
entrepreneurial, and proudly independent, but that doesn’t mean you have to do
everything alone.
·  BIRA has invited a truly inspirational retailer to the stage for this 30min Q&A
seminar. Hear how they stand out in their community and benefit from collective
strength as a BIRA member, sharing ideas as well as expertise with likeminded
retailers.
Sarah Arnesen, Head of Marketing PR and Events, British Independent Retailers
Association (bira)
Rachel Riley, Owner and Founder, Rachel Riley
13.15-13.45 Main stage catwalk
The main stage runway show presents a line-up of the key fashion trends of the season
from inspirational designers
14.00-14.30 Emerging Retail Trends: How pop-ups are contributing to the changing face of retail
Challenges for emerging brands and retailers, and the decision to invest in a pop-
up
Economic benefits e.g. % increase in sales and expanding your business with new
staff
Creating an exciting shopping experience, and how social media has played a part
to drive business
Creating an opportunity to test new products and locations
Creating new partnerships and how to identify new customers
How pop-ups have given brands and online retailers the confidence to invest in
‘bricks and mortar’ – The process, timeframes, legal aspects
Why have a pop-up if you are already established?
Common mistakes and success stories
Alice Ratcliffe, Brand Lead, Appear Here
Julie Macauley, Founder of John + Pearl
14.40-15.10 Brands born in the digital age
·  Marketing your brand in order to keep it in the public eye
·  Finding and staying within the confines of a marketing budget
·  Engaging your demographic and forging successful collaborations
·  Using PR to gain product placements, endorsements and awareness
Ben Allingham, Head of PR and Marketing, Just Hype and Founder of Pineapple PR
15.20-15.50 Keynote Address by Dr Pam Hogg, Fashion Designer
16.00-16.30 Main stage catwalk
The main stage runway show presents a line-up of the key fashion trends of the season
from inspirational designers

Day 2: Monday 24TH July 2017

 

11.00-11.30         Main stage catwalk

 

The main stage runway show presents a line-up of the key fashion trends of the season from inspirational designers

 

11.45-12.15         WGSN Exclusive Womenswear S/S 18 Buyers’ Briefing

 

WGSN’s experts will share perspectives on the key looks, colours, shapes and fabrics that will be huge in Spring Summer 2018. This womenswear fashion forecast is an essential session for buyers, stylist and designers.

 

Sara Maggioni, Director – Retail and Buying, WGSN

 

12.30-13.00         Panel Discussion: Getting to grips with the technical side of fashion – from design to retail and e-commerce

 

A discussion about the innovations taking place in fashion technology and the trends and opportunities they present for retailers.

Panellists:

 

Darryl Bannon, Director, Darryl Bannon Consulting Limited Matthew Blakemore, CEO, Looks Good on Me Limited Dessy Tsolova, Director, Utelier.com

13.15-13.45         Main stage catwalk

 

The main stage runway show presents a line-up of the key fashion trends of the season from inspirational designers

 

14.00-14.30         Style and trend led workshop – The importance of building a core capsule wardrobe Join us for this interactive style and trend led workshop that incorporates body types and body confidence, and includes the importance of building a core capsule wardrobe. Discussing:

 

  • How to style multiple body types using capsule wardrobe pieces.

 

  • Current trends and trend led pieces to demonstrate how to ‘style’ capsule pieces to create fashion forward looks.

 

  • Customer service tools and tips as takeaways – How to sell your product, but up-sell

 

too, which is essential to business growth.

Kalee Hewlett, Fashion Expert, Stylist & Host

14.40-15.10         The fundamentals of Visual Merchandising

 

  • The tools of visual merchandising are not limited to the field itself

 

  • The psychology factor of visual merchandising plays a large part in the daily life of a consumer

 

  • Once you have understood the ‘why’ of visual merchandising, which lends itself to stores, advertisements and performing arts, it will change the way you view content

 

  • Knowing how to deconstruct a display by understanding the symbolism of colour and layout is a real asset

 

Maria Burrowes, Freelance Visual Merchandiser

15.20-15.50         Keynote Address by Henry Holland, Fashion Designer & Entrepreneur

Interviewed by Laura Weir, Editor, ES Magazine

 

16.00-16.30         Main stage catwalk

 

The main stage runway show presents a line-up of the key fashion trends of the season from inspirational designers

Day 3: Tuesday 25TH July 2017

11.00-11.30        Main stage catwalk

 

The main stage runway show presents a line-up of the key fashion trends of the season from inspirational designers

 

11.45-12.15        WGSN Exclusive Womenswear S/S 18 Buyers’ Briefing

 

WGSN’s experts will share perspectives on the key looks, colours, shapes and fabrics that will be huge in Spring Summer 2018. This womenswear fashion forecast is an essential session for buyers, stylist and designers.

Sara Maggioni, Director – Retail and Buying, WGSN

 

12.30-13.00        How to make Pinterest work for your business

 

  • What is Pinterest & what is the benefit to retailers?
  • How to engage with your consumers effectively
  • Ideas on how to leverage Pinterest in-store

Bindi Ghai, Partner Manager, Pinterest UK

 

Grace Gordon, Fashion Designer & Entrepreneur

13.15-13.45        Main stage catwalk

 

The main stage runway show presents a line-up of the key fashion trends of the season from inspirational designers

Disclaimer and copyright: © Ascential Events  2016

This is a draft programme only and all content is subject to change

INSPIRATIONAL, CREATIVE & VIP LINE-UP AT PURE LONDON Doors opening Sunday 23rd July

Press release: July 2017

Pure London, the premium event for progressive fashion buyers taking place at London Olympia this weekend (23rd – 25th July), will showcase a host of exciting new British and International womenswear and menswear brands, as well a burgeoning Athleisure section, a new Footwear destination area and an exclusive preview of key SS18 trends from global trend forecasters WGSN. Visitors will also be treated to keynote speeches from renowned British designers Dr Pam Hogg and Henry Holland. Pure Man sees a personal appearance by Lethal Bizzle on Sunday and, as part of the Million Makers fundraising project for The Prince’s Trust, up and coming artist Lauren L’aimant performs her debut single Family on the Main Stage at 6pm Sunday.

Schedule of VIP events include:

Sunday

12-15:00 – Meet & Greet with Lethal Bizzle at Stand N51 (play Fifa, get your personalised aftershave)

15:20 Main Stage – Keynote address by Dr Pam Hogg

18:15 Main Stage – Live performance of her new EP Family by Lauren L’aimant

Monday

15:20 Main Stage – Keynote address by Henry Holland. Interviewed by Laura Weir, Editor ES Magazine

Tuesday

11:15 Spirit Stage – Influencers Rowan Row, Ben Heath, Jamie Cullen take to the stage

12:00 Spirit Stage – Rowan Row catwalk appearance

Pure London Womenswear is defined by new and exclusive brands showcasing the latest trends and movements within the fashion industry. The curated show sectors Pure Premium, Allure, Aspire, Spirit, Athleisure and New Brands will take over the Grand Hall Olympia, offering contemporary and lifestyle collections, elegant occasion wear, resortwear, activewear and coveted designer pieces from an edited selection of British and international brands. Buyers, retailers and etailers can expect to find trend-led partywear and occasionwear for the seasons ahead, as well as stylish staples and everyday casualwear for both short and forward order.

As the global demand for fashionable active wear continues to soar, the Athleisure section at Pure London now boasts an edited collection of established, international, British, and emerging brands offering sportswear, activewear, swimwear, underwear, and outdoor kit. The show will also play host to the UK’s largest selection of footwear and accessory brands. Featuring a range of new, international and niche brands showcasing their SS18 collections, the Footwear and Accessory hall is set to be one of the best offerings yet for buyers. Creating a sense of community, Footwear now becomes a Destination Area located in its entirety upstairs.

Now into its fourth edition, Pure Man is growing rapidly and attracting more and more buyers expanding into menswear fashion. Menswear indies, and those looking to introduce a fresh menswear offering to their stores for 2018, will be able to source the latest in men’s apparel, footwear and accessories from heritage new and emerging brands, with cross-over buyers benefiting from the show’s prime location alongside Pure womenswear.

Global trend forecasters WGSN will offer visitors an exclusive preview of the key trends in women’s fashion for SS18, helping to guide purchasing decisions for buyers, retailers and suppliers in attendance. The insightful presentation, which will take place daily alongside a curated catwalk showcase, will highlight the styles, cuts, colours and fabrics set to be huge next Spring/Summer, before they hit the runway at London Fashion Week.

Pure London July also offers a line-up of more than 30 inspiring speakers across the three days, including Sunday’s keynote address from Dr Pam Hogg and Monday’s from Henry Holland. A whole host of panel discussions, Q&A

s, trends, insights, the new Meet the Experts sessions, and the fashion-forward catwalk shows are set to further enhance the visitor experience and guide buying choices at Pure London.

Julie Driscoll, Portfolio Director at Pure London says: “Visitors come to Pure London season after season for our inspirational mix of brands as well as continued newness; staying on the pulse of the future of fashion with exciting new international and British brands including a whole section dedicated to the athleisure market. This, alongside bringing together the experience and advice of some of the most creative and inspiring people in the fashion business, makes Pure London and Pure Man one incredible show.”

To find out more information on the SS18 event, visit www.purelondon.com. The next edition will take place from 23rd – 25th July at London Olympia, welcoming over 800 brands across womenswear, menswear, young fashion, athleisure, footwear and accessories.

 

 

PURE MAN offers a host of new brands

Press release: July 2017

And Lethal Bizzle Meet & Greet to launch ‘Stay Dench’

 

Now into its fourth edition, Pure Man is growing rapidly and attracting more and more buyers expanding into menswear fashion. Menswear indies and those looking to introduce a fresh menswear offering to their stores for 2018 will be able to source the latest in men’s apparel, footwear, and accessories from heritage new and emerging brands, with cross-over buyers benefiting from the show’s prime location alongside Pure womenswear.

Grime hall of fame-r Lethal Bizzle will be unveiling his new product, a men’s aftershave entitled “Stay Dench”, right off of the back of his latest EP release, “You Will Never Make A Million From Grime“. Bizzle has big plans for this fragrance as part of his lifestyle range and will make an appearance and hold a Meet & Greet for buyers on Sunday 23rd July between 12-3pm on the Platinum Brands stand N51. Finding inspiration from street wear, his Stay Dench label has garnered a celebrity following that includes footballers Ian Wright, Djibril Cisse and Jack Wilshere as well as rapper Chip (formerly Chipmunk), radio presenter Greg James and the label’s namesake, Dame Judi Dench herself.

Also making appearances and taking to the Spirit Stage on Tuesday 25th July are leading influencers Rowan Row, Ben Heath, Jamie Cullen and Paul McGregor – they will be discussing working with Influencers.

Pure Man will see the new premium ‘Concept’ area housing niche brands in a pop-up environment, most of which will be exhibiting for the first time. Among the line-up is Laaza Academy and Ivywake, a British organic clothing company offering casual and city sustainable style.

Joining the Pure Man line-up for the first time is a host of new brands to whet your appetite for some serious discovery this July. Immerse yourself in new designs, innovative prints, sharp tailoring and scintillating concept collections. Laboratori Italiani is an international menswear brand taking influence from Neapolitan tailoring and traditional British elegance. Poetica Jeans offers clever design and premium materials married with innovative tailoring and current trends. British based TriXta Designs will show it’s tribal art-led t-shirt designs, while urban lifestyle label Robot Brands launches it’s first men’s apparel collection exploring the relationship between humans and artificial intelligence.

For fashion-forward tailoring, statement pieces and distinctive detailing take a look at EXE, while Robert & Son Beachwear is an exciting new board short brand championing clever prints and sun-soaked colours. Barror London is a menswear brand based in London, dedicated to great style, amazing fits and superb quality. Other new brands in the mix include LIAR London and Weekend a La Mer.

Returning will be Pure Man Emerging Brands, showcasing new and up-and-coming menswear designers including Studio Mulder and new British brand Bowtees who aim to create a new bow tie generation. Stemming from a life-long adoration of distinctively dapper bow ties, but with a frustration of always having to be in a sartorial shirt…the idea of combining urban-inspired t-shirts with bow tie detail was born. Also showing is House of Cenmar, a London-based Saudi designer, offering a multi-faceted art and fashion concept blurring the lines between street style and haute couture and inspired by ancient Arabic architecture and sweeping global cityscapes.




The wider Pure Man offer will range from clean-cut tailoring to edgy contemporary pieces and cool casual and lifestyle wear. Since 1963, Henri Lloyd has pushed the boundaries of style and technical innovation establishing itself over the last five decades with a global reputation for designing and producing quality premium sailing and lifestyle clothing. Other brands include Gianni Lupo, Street Noir, Dedicated Brand, Michael Linnell, Garzini, and SLYDES, with fashion-forward footwear and seasonal accessories offering retailers the perfect add-ons for SS18.

Adam Gough, Head of Menswear commented:  “I’m really excited to see the diversity of brands showcasing in Pure Man for SS18. We have designers from over all over the world showcasing their latest offering, bringing together a great mix of different styles and trends. We have plenty of Pure Man exclusives that I’m sure will excite the buyers looking for something fresh.”

 To find out more information on the SS18 event, visit www.purelondon.com. The next edition will take place from 23rd – 25th July at London Olympia, welcoming over 800 brands across womenswear, menswear, young fashion, athleisure, footwear and accessories.




For further information, images, or if you would like to meet Lethal Bizzle, play Fifa with him and receive a personalised bottle of his new aftershave Stay Dench contact:

Philippa Suitters at Good Results PR:

[email protected] or call 0203 397 5180 / 07866 362980

  

Henry Holland Announced as Keynote Speaker

Press release: June 2017

 

(Credit: Mariano Vivianco)

Following his 10th anniversary, a successful second collection with Habitat, and on the cusp of launching his own concept store in China, Pure London is delighted to announce British fashion designer Henry Holland as its second keynote speaker.

 

Henry’s Pure London address on Monday 24th July at 3.20pm will cover topics ranging from his unconventional route into the fashion industry and how to remain authentic, negotiating the collaboration process, how to regularly engage customers and keep them excited about the brand, and his greatest challenges.

 

 

After graduating from the London College of Printing with a BA (Hons) Journalism, Henry was catapulted into the fashion limelight in 2006 with his irreverent ‘fashion groupies’ slogan tees featuring catchphrases such as “uhu Gareth Pugh” and “Get your freak on Giles Deacon”. In February 2008, after two seasons showing with Fashion East, House Of Holland held its first solo show on the London Fashion Week schedule to critical acclaim. House Of Holland is firmly established in the international fashion arena and in January 2012 was awarded a two-season Fashion Forward sponsorship. Now in its 10th year, House Of Holland boasts an impressive roster of international premium stockists including Browns Focus, Colette, Emporium, Harvey Nichols, IT, Isetan, Liberty, Lisa Via Roma, Matches, Net-A-Porter, Opening Ceremony and Shopbop. Henry is also heavily involved in collaborations with Debenhams, Umbro and Habitat.

 

In his own words Henry took an alternative approach to entering the fashion industry; “I kind of worked back to front and launched my business with one of the most commercial products that you can which is a printed t-shirt, and then I built an aesthetic off the back of that. I think that for a lot of people they spend time in a design school working on their aesthetic and developing their creativity, then for the first two years of their career they really showcase that and maybe after three years they drill that down to something more commercial and viable product for the consumer. I did that whole process completely back to front. The biggest challenge for me has been communicating to the consumer and the media that we are more than a t-shirt brand.”

 

Renowned for his brand collaborations, Henry’s recent collection with Habitat has drawn him into the world of interiors. Talking about the process Henry says; “We translated the ready to wear collection, evolving that into homeware, using the same prints and the same embellishment techniques, so we continue to tell that story. It was really about working with their team to work out ways to execute that because there are different techniques being employed, different ideas and different materials that I’ve never worked with before. For example, I’ve never made a rug before or worked with those kinds of suppliers so it’s about working with them to help execute the concept and the ideas and build it as a range to make sense to their customer.

 

The most exciting parts of the collaboration are working on different executions and different categories. They worked out the different techniques and we utilised a lot of our print and pattern work. We work with people for two different reasons, to develop into different product areas and deliver new and exciting things for customers, and also to utilise them for their different experiences, expertise and factory contacts.”

 

With a successful wholesale business as well as See Now/Buy Now collections comes other challenges such as the pace of the industry. Henry says: “Slow down. Give us a chance to breathe. It’s a very competitive market and it’s a very competitive fashion calendar. There is a challenge for smaller brands to keep up with the pace of the bigger brands and their bigger budgets. I think it would be great if there was a better reception to people creating collections with a frequency that suits them. Often having to sit within certain fashion calendars throughout the year is really tricky, and we’re very much dictated to. There are so many brands out there today since I started, the increase in the number of brands in the market place has exploded, so given the volume of brands there could be less structure in terms of the frequency in which all of those brands deliver.”

 

On the See Now/Buy Now model Henry says; “It’s important to balance the See Now/Buy Now model with a much stronger core collection which is more trans-seasonal and much more permanent for a brand and then have these peak showcase collections which are See Now/Buy Now.”

 

Taking 26% of the business share, China is an important and growing market for House Of Holland. It will be the first market to see a House Of Holland concept store, something that’s been on Henry’s career bucket list; “I would like to build our own retail concept whether that’s bricks and mortar or more of an online proposition. To create something that showcases our world as a whole, as an entirety encompassing all our collections and product categories under one roof, there’s an opportunity there to create something really exciting.”

 

Julie Driscoll, Portfolio Director for Pure London, commented; “Henry is a much loved and respected figure in the industry and we are delighted to welcome him to Pure London. I think visitors will find his address insightful and informative.”

 

Henry will add to a line-up of more than 30 inspiring speakers across the three days, including Sunday’s keynote address by Dr Pam Hogg. A whole host of panel discussions, Q&A’s, trends, insights and fashion-forward catwalk shows are set to further enhance the visitor experience and guide buying choices at Pure London.

 

Other speakers include Ben Allingham, Head of PR and Marketing at Just Hype, Alice Ratcliffe, Brand Lead, Appear Here, Olivia Cantillon, Director, Ownthelook.com and Nichole de Carle, Lecturer at London College of Fashion for Activewear, Lingerie & Swimwear Design, as well as Sara Maggioni, Director of Retail and Buying at WGSN. A highlight for buyers, stylists and designers each season, Maggioni will share the key looks, colours, shapes and fabrics set to be huge in Spring Summer 18. These looks will then be brought to life in the main runway show, with all outfits available to order from brands at Pure London.

 

To view the seminar programme and find out more information on the SS18 event, visit www.purelondon.com. The next edition will take place from 23rd – 25th July at London Olympia, welcoming over 800 brands across womenswear, menswear, young fashion, athleisure, footwear and accessories.

 

For press enquiries and images, contact Philippa Suitters at Good Results PR:

[email protected] or 0203 397 5180 / 07866 362980

 

NOTES TO EDITORS

 

About Pure London:

Pure London is the UK’s leading trade fashion buying event, representing womenswear, menswear, footwear, accessories and young fashion. The show offers buyers from UK and international independents, multiples, department stores, etailers and mail order, the opportunity to discover collections launching for the season ahead, attend catwalk shows and hear from their peers and other industry experts in valuable seminars and workshops. Pure London is an Ascential event. www.purelondon.com

 

About Ascential plc

Ascential plc is a global business-to-business information company that informs and connects the business world in 150 countries through market-leading Exhibitions & Festivals and Information Services.

 

Ascential powers the prestigious Cannes Lions festival for the branded communications industry, the world’s premier payments and financial services congress Money20/20, Spring Fair/Autumn Fair, the global fashion trend forecasting service WGSN, environmental risk data business Groundsure, e-commerce analytics provider One Click Retail and advisory and business services firm, MediaLink.

 

Ascential’s premium products enable focus, growth and value.  The company provides customers with world class content and connections empowering their businesses to be the best informed and best connected. www.ascential.com

Pure London: Pam Hogg Announced as Keynote Speaker

Press release: May 2017

Pure London is delighted to announce Pam Hogg, legendary fashion designer, DJ, rockstar and artist, as this season’s keynote speaker. Expect the unexpected as this renowned rulebreaker and dynamic cult designer delves into the world of fashion, offering insights into her life, unorthodox design process and experiences on Sunday 23rd July.

(Credit: Rankin)

During a career spanning 30 years Pam, in her capacity as a musician, has supported Debbie Harry and The Pogues and had her fabulous designs worn by everyone from Kylie to Rihanna. In 2016 Pam was honoured with the prestigious task of designing the BRIT Award trophies. Her Bowie-esque designs gained high plaudits from both artists and musicians alike. In the same year Pam was awarded an honorary doctorate received at the Glasgow University for her contribution to fashion, becoming Dr Hogg. A graduate of both the Glasgow School or Art and Royal College of Art, Pam has appeared in fashion shoots for W Magazine and i-D. Also a celebrated DJ, Pam has performed DJ sets for Chanel and at Cannes Film Festival amongst others.

Following keynote speeches for TED (2016) and London Design Week, this July she follows in the footsteps of Alexandra Shulman giving the keynote address at Pure London.

Julie Driscoll, Portfolio Director for Pure London, commented; “We are incredibly excited to welcome Dr Pam Hogg as this season’s keynote speaker at Pure. Over the last 30 years Pam has been a creative force within the industry, never conforming and always pushing the boundaries. She is much loved and admired and a fabulous ranconteur. Her talk is definitely not to be missed.”

Hogg will add to a line-up of more than 30 inspiring speakers across the three days, with a whole host of panel discussions, Q&A’s, trends, insights and fashion-forward catwalk shows set to further enhance the visitor experience and guide buying choices at Pure London.

Other speakers include Ben Allingham, Head of PR and Marketing at Just Hype, Matthew Blakemore, CEO of Looks Good on Me, Dessy Tsolova, Founder and CEO at Utelier.com, and Nichole de Carle, Lecturer at London College of Fashion for Activewear, Lingerie & Swimwear Design, as well as Sara Maggioni, Director of Retail and Buying at WGSN. A highlight for buyers, stylists and designers each season, Maggioni will share the key looks, colours, shapes and fabrics set to be huge in Autumn Winter 2017. These looks will then be brought to life in the main runway show, with all outfits available to order from brands at Pure London.

To view the seminar programme and find out more information on the SS18 event, visit www.purelondon.com. The next edition will take place from 23rd – 25th July at London Olympia, welcoming over 800 brands across womenswear, menswear, young fashion, athleisure, footwear and accessories. For press enquiries and images, contact Philippa Suitters at Good Results PR: [email protected] or 0203 397 5180 / 07866 362980

NOTES TO EDITORS About Pure London: Pure London is the UK’s leading trade fashion buying event, representing womenswear, menswear, footwear, accessories and young fashion. The show offers buyers from UK and international independents, multiples, department stores, etailers and mail order, the opportunity to discover collections launching for the season ahead, attend catwalk shows and hear from their peers and other industry experts in valuable seminars and workshops. Pure London is an Ascential event. www.purelondon.com

About Ascential plc Ascential plc is a global business-to-business media company that informs and connects the business world in 150 countries through market-leading Exhibitions & Festivals and Information Services. Ascential powers the prestigious Cannes Lions festival for the branded communications industry, the world’s premier payments and financial services congress Money20/20, Spring Fair/Autumn Fair, the global fashion trend forecasting service WGSN, environmental risk data business Groundsure, e-commerce analytics provider One Click Retail and advisory and business services firm, MediaLink. Ascential’s premium products enable focus, growth and value. The company provides customers with world class content and connections empowering their businesses to be the best informed and best connected. www.ascential.com

Pure London: On the Pulse of Athleisure

Press release: May 2017

As the global demand for fashionable active wear continues to soar, the Athleisure section at Pure London now boasts an edited collection of established, international, British, and emerging brands offering sportswear, activewear, swimwear, underwear, and outdoor kit including O’Neill, Miss Runner, Fusionwear by Arys and Tenn Outdoors.

Athleisure has created a fundamental shift in consumer shopping behaviour whilst retailers, from multiples to independents and e-commerce, are altering their buying strategies to reflect demand. Worth £200billion, the athleisure segment has grown by 42% over the last seven years and is predicted to grow another 30% by 2020*.




Matteo Perrone Young Fashion & Athleisure Manager at Pure London adds: “No longer just a trend, Athleisure has become a way of life representing a substantial market and huge potential for growth. With 52% of consumers buying sportswear for non-sports use*, brands and retailers can’t afford not to be part of this hugely popular and developing sector. The Athleisure section at Pure London continues to grow and offers an exciting and dedicated platform for new and established brands.”

Laurence Morse, Country Manager UK & Ireland at O’Neill who shows at Pure London for the first time says; “With O’Neill Active expanding each season, the Athleisure section at Pure London is a natural fit for the brand. Continually introducing new product lines, our multi-purpose collection is motivated by comfort, energised by fashion yet packed with innovation. Focusing on trans-seasonal trends and versatility, O’Neill Active is attracting new customers across the UK who are growing their activewear offering.”

Deryane Tadd from The Dressing Room in St. Albans adds; “We have seen a marked increase in customers buying into activewear, most of whom are incorporating sportswear into their daily fashion wardrobe and buying pieces at the same time. We’ve introduced some exciting new activewear brands and have created a dedicated space in the shop. We’re really looking forward to visiting the athleisure section at Pure again this July.”

 

The Athleisure section also provides an exciting platform for buyers seeking out new British activewear brands including Bellum Active, ACAI Activewear, Jilla Active, ILU Fitwear, and TENN Outdoors. While Scandinavian activewear brand Pure Lime returns to Pure London this season, keen to tap into the continued demand and dedicated spaces many retailers are now devoting to athleisure.

 

Olivia Cantillon, Director of the recently launched online fashion store ownthelook.com believes athleisure is now a key core category within retail. “Women especially, are transitioning their sportswear into daywear and providing brands that cater to this trend is key for us. We’re largely looking to expand our sportswear offering and Pure London is our first port of call for this.”

 

Pure Lime also acknowledges that the athleisure section at Pure London is the destination for buyers to visit. Martin Hudson, Managing Director at Pure Lime said: “It’s a destination for the buyers to come to and it’s a great way for us to meet them. A number of people came to see us and said they came here because of the Athleisure section.”





Other brands confirmed include Zeneo, Eivy, and Fusionwear by Arys.

Inspiration and innovation will also resonate across the eclectic brand offering, with a strongly edited collection of over 800 global brands showcasing their latest collections, many of which can be discovered exclusively at Pure London. Responding to market demand, Pure Man, the show’s dedicated menswear section, will continue to grow this season, adding to the comprehensive collection of womenswear, footwear and accessories.

 

The next edition of Pure London will take place from 23rd – 25th July at London Olympia. For more information, visit www.purelondon.com.

 

* Source Morgan Stanley, 2015

* Source: Mintel, 2016

 

For press enquiries and images, contact Philippa Suitters at Good Results PR:

[email protected] or 0203 397 5180 / 07866 362980

 

NOTES TO EDITORS

 

About Pure London:

Pure London is the UK’s leading trade fashion buying event, representing womenswear, menswear, footwear, accessories and young fashion. The show offers buyers from UK and international independents, multiples, department stores, etailers and mail order, the opportunity to discover collections launching for the season ahead, attend catwalk shows and hear from their peers and other industry experts in valuable seminars and workshops. Pure London is an Ascential event. www.purelondon.com





About Ascential plc

Ascential plc is a global business-to-business media company that informs and connects the business world in 150 countries through market-leading Exhibitions & Festivals and Information Services.

Ascential powers the prestigious Cannes Lions festival for the branded communications industry, the world’s premier payments and financial services congress Money20/20, Spring Fair/Autumn Fair, the global fashion trend forecasting service WGSN, environmental risk data business Groundsure, e-commerce analytics provider One Click Retail and advisory and business services firm, MediaLink.

Ascential’s premium products enable focus, growth and value.  The company provides customers with world class content and connections empowering their businesses to be the best informed and best connected. www.ascential.com

Turkish fashion takes inspiration, meet at Pure London

View :  THE LOOKBOOK

Turkish fashion takes inspiration from the country’s east meets west culture to create unique designs that can bring a point of difference to your collection. Young designers are thriving through the Istanbul Moda Academy which has the London College of Fashion as its partner. Together their energy is being translated into the beautiful brands you will meet at Pure London.