Brands at the event include coveted shoe designer Terry de Havilland, showcasing iconic wedges and platforms that have become signature to the brand . For SS08 the label will present some new and cutting-edge looks including the "Lozenge" double platform which draws inspiration from his original glam-rock double platforms but with a more modern look. Pure visitors can also have an exclusive peek at the new "Spike" metal high heel with inserted diamantes and draws inspiration from some of Terry's 60's heels, but sharpened up for the 00's. The new "Cone" styles again show a new contemporary angle on Terry's retro platforms.

Newcomers to the British market include American brand BC shoes, who will be previewing their SS’08 collection at Pure this summer.

Dave Ross from Jackall, designated distributors for the brand said, “We’re delighted to be bringing BC footwear to the UK, it’s such a special brand that attracted us immediately. BC really stood out to us as a stylish offer to the UK market. We saw how popular the brand was in the US , amongst celebrities and shoppers alike, and we can’t wait to preview the new summer collection at Pure in August”. He continued, “The reaction from the exclusive SS‘08 collection previews has been fantastic and we’re looking forward to working with the best ladies fashion stores and boutiques.”

The summer ’08 collection is a closely guarded secret but the brand have stressed that we are set to see a colourful mix of on-trend styles and funky twists on vintage classics.

Current highlights this year include the aptly named ‘Beauty Queen’ - a printed peep toe pump with cute bow detail, acid bright patent sandals, metallic leathers and the totally original ‘Coast To Coast’ - a canvas button up pump. Seychelles, ladies footwear label from the States will also be launching in Britain at Pure this season. Created in California , Seychelles was designed with the areas fashion forward female consumers in mind, and has become known for its relaxed yet sophisticated styling throughout on-trend and vintage pieces. Pure womenswear show will be the first time UK retailers will be able to get their hands on this exclusive brand.

Next summer’s collection is currently being kept under wraps and much of what Seychelles have on offer won’t be available to view until Pure, but from the looks of the hugely popular SS’07 collection expect to see the likes of blood red peep toe wedges, cobalt blue patents and simple metallic sandals with wonderful style names like ‘Bare foot in the park’ and ‘PS, I love you’.

Irregular Choice, a firm favourite with buyers worldwide will also hit the aisles of Pure. When self taught footwear designer Danny Sullivan set up eclectic British, fashion footwear and accessories brand Irregular Choice in August 1999, he quickly carved a niche by delivering collections that are individual yet accessible to regular customers. “Irregular Choice is not on an academic mission to fit with trends – more to break with convention – the essence of Danny’s vision is to make you look twice.” says officials from the brand “The original women’s collection was complemented by the launch of men’s in 2002. Each collection has its own cornucopia of references often far removed from the main fashion pack designed to appeal to totally individual Irregular souls.”.

Other brands to look out for at the event include Donna Bellezza, whose range is characterised by a feminine, fun and whimsical look of shoes and handbags for any occasion, and quirkily named “100%”, known for their cutting edge in design and quality

Platino, going from strength to strength this season are a new addition to the show:

“The collection being shown at Pure, this season, has been developed to appeal to the fashion literate, directional retailer that attends this exhibition. We will be showcasing styles that mix couture influences with our own ideas to keep Platino cool, fresh and full of sparkle, not just another wannabe brand.” Explains David Buchanan, Group Marketing Manager for the Sutton Group. “The collection will feature the use of bold colours and metallic, exquisite detail using beads, fashion jewellery, canvas prints and punched designs with an innovative use of upper materials, to create an exceptional range of contemporary designs.”

So why was a brand like Platino so keen to join a show such as pure?

“Pure is the ideal show for a brand like Platino to showcase its fashion credentials and be more directional, but still remain commercial. It is the only UK based show of its type and as such is the perfect vehicle for Platino to show to customers, who would not normally have the opportunity to see our collections, what the brand is all about.”

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