Pure London Looking Promising

Pure London Looking Promising

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Pure London, an event for progressive fashion buyers, has announced an inspiring curated line-up of womenswear, footwear, and accessories brands for its forthcoming show. They will showcase exclusive brands, up and coming designers, and established buyer favourites. Pure London will be held from February 11 to 13, 2018, at the Grand Hall at London Olympia, UK.

Brands on display include United Nude, O’Neill, Irregular Choice, Ebarrito, King Louie, Emily & Fin, Thought, Joe Browns, Noa, Ying Cai, Sugarhill Boutique, Scream Pretty, EAST, Religion, Valentino Handbags, and the new UK launch of Replay Accessories. Visitors will discover the best in new and exclusive brands showcasing the latest trends and movements for AW18/19.

Siah Howard, one of London’s leading Atelier Couture will partake in the event. Another London brand showing for the first time is Andaj London, a new handmade fashion label producing high quality women’s coats.

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. Gipsy 2.0 will show 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 modern and spiritual woman. 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.

Award-winning South African womenswear brand, Tamara Chérie, will show a minimal, structured approach to her luxury ready-to-wear collection of soft tailoring and refined silhouettes. Spanish brand Compañía Fantástica will display 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.

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 will showcase the latest ranges in activewear, yogawear, swimwear, and underwear. Free Spirit, an ethical yoga wear Australian firm, will display its collection of 10 per cent sustainable, organic cotton & bamboo tanks, tees and sweats. Other brands participating in the expo include Chikirina, a hybrid active lifestyle brand and Holidolls, a new swimwear line.

Australian lifestyle brand O’Neill, and activewear labels Live!, Jilla Active, Xavi Active, Bellum Active, and Boudavida will participate in the expo. Lingerie brands showing include Cherry & The Bees and Scrumpies of Mayfair.

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