Visitors to February’s fashion trade show Pure London will be treated to a re-edited layout and a surge
of new British and international brands who have signed up to showcase their AW19/20 collections
including Parka London, Lauren Vidal, MOS MOSH, Jolie Garance, Aggel Knitwear, and Jovani. Strongest growth from overseas brands comes from France, Turkey and Greece.
Julie Driscoll, Managing Director of leading festival of fashion Pure London says; “The show must go on. We are at a crossroads in terms of Brexit uncertainty and in the way the fashion industry works but Pure London is demonstrating that not only can we make a stand for better practices in fashion, we can provide a space for the most inspirational, creative and exciting brands and designers to showcase their wares. The February show will offer visitors a host of new brands and we are really looking forward to revealing our floorplan re-edit which will freshen the show, offer new discoveries, and give the space new life.”
Pure London’s strongest sector growth area is the newly created Gen Z section encapsulating the energy and mood of young fashion and set to burst with of-the-minute, trend-led, street style and unisex collections. New brands include Spill The Tea, Odd Color Studio, Peace & Chaos, Mr. Gugu and Sera Ulger. Returning regulars previously in Spirit include Compania Fantastica, Cubic Original, Danity, Urban Bliss, Glamorous, Angeleye, The Pretty Dress Company, and Amy Lynn.
Using Pure London as its launch pad, Spill The Tea’s AW19 collection will see an injection of new fabrics while graphics fuse rave, eastern vibes and 90’s themes along with a smattering of angels, cats and internet meme culture. Spill The Tea is the creation of Martin Benjamin, an industry veteran who ran the iconic Carnaby Cavern shop in the 70’s and early 80’s fitting out likes of The Jam, Blondie and countless Mod groups, and his cousin Toby Benjamin who has designed club, street, jersey and tech product for major street brands and High Street stores for three decades.
Sera Ulger (SULDN) capture’s the vibrancy of East London and the nostalgic memories of growing up in the 90’s in London. With quite a bright and loud style and a sense of girl power SULDN enables a unique attitude for the sassy girl they design for. Not the age group but the mindset. The collections prints are inspired through colours and the vibrancy of the fish world, which are hand painted in house and designed on to their signature styles including their jumpsuits.
Mr. Gugu was created with the idea of making the world more colourful thanks to amazing all over printed clothing. As a brand, they do not care about temporary popularity, but want to give people a chance to show their uniqueness through colourful 3D prints. Mr. Gugu is famous for their printed sweaters, printed leggings, printed hoodies, printed shorts, printed swimwear and printed t-shirts but above all, their crazy full prints.
New to Premium Womenswear is authentic British outerwear brand Parka London, a business dedicated to the iconic style and reinvention of the parka. Expect to see some exciting new designs from their AW19/20 collection.
MOS MOSH from Denmark brings its signature luxury denim and tailoring to Pure London, alongside unique designs in cashmere, cotton, silk and leather. MAnnequin launches, created by sisters Anastasia and Melina. Every single garment is designed and sewn in Greece, with attention to detail, experimental design and high-quality materials and finish.
Using only the finest fabrics from all over the world including Silks from Italy and Cashmere from Scotland Established in 2017 in the Principality of Andorra, Lola Antoine is a luxury European women’s prêt-à-porter brand created by the designer Sara Pagès. The creative brand vision lies in feminine sophistication and empowerment.
Appareal, a collection created from high tech Italian fabric that is machine washable, doesn’t need to be ironed and sidesteps the harmful environmental effects of dry cleaning. The brand is on a sustainable mission, and most of the range is already recycled and vegan.
With a flair for avant-garde patterns, architectural structures and minimalism lines and colours, Secareanu mixes sport and classical design features, using natural or high-tech materials, taking inspiration from contemporary European pattern as well as from the traditional cut of the Romanian archaic societies. Extravagant neoprene coats sit alongside with customized printed silk, and a line of 100% made in Romania hemp clothes.
Spry Workwear also shows for the first time – the brand design hard-working clothes for stylish women from simple, hard-wearing fabrics. Inspired by traditional workwear, and updated for modern women, its clothes are built to transcend the seasons and are made in small batches in the UK. Its boiler suits have become best-sellers, worn by fashion insiders and designer-makers alike and the new collection will include denim, corduroy and cotton twill boiler suits and work dresses.
Returning womenswear favourites include Emme Marella, Yerse, Elemente Clemente, Pour Moi, KAFFE, Chrisper, Camelot, Mes Soeurs et Moi, NISSA, Paolo Petrone, Nomads Clothing, Naudic, Clara Kaesdorf, Carla Ruiz, and Bl^nk.
Religion returns, devoted to the pursuit of individual style; lyrical quotes, musical muses and British heritage have always been heavy influences behind each collection. Inspiration from London’s East End and international street culture has been integral in shaping the brands much loved signature.
Taking inspiration from all over the world, Joe Browns’ Winter 19 clothing collection includes the same favourite styles, colourful designs and details with a healthy mix of the unique Joe Browns twist!
Athleisure shows no signs of slowing down and this February the section re-launches; doubling in size and moving to a more prominent space upstairs between the Grand Hall and the Gallery Hall, it also features its own Juice Bar. Brands to look out for include Baya, Jilla Active, NUX, Commando, Terra Dea, Meld Apparel, Noomie, Blood Red, and Luna & Noon.
The newly launched Bubble at Pure London sees Ty Toys showcasing a variety of products from the exciting new Ty Fashion range which comprises of backpacks, shoulder and clutch bags, wristlets, slippers, sliders, make up bags and more. These all feature reversible sequins that change colour with the flip of a finger which enables you to create a truly unique look. Other brands to check out include Zoe Grados, Chloe Ann, Agatha Ruiz, and Little King.
The next Pure London and Pure Origin takes place at London Olympia from the 10th – 12th February 2019. Visit www.purelondon.com for further information and more highlights from the latest show.