Pure Premium Set to Inspire Retailers

Pure London’s premium offering will take centre stage, this February 12th – 14th, with a sold-out section of over 80 coveted brands, showcasing directional pieces and distinctive designs, across womenswear, footwear and accessories; inspiring retailers and buyers, over three days of unrivalled buying opportunities.

This season’s collection of premium womenswear houses over 70 diverse brands, including Oilily, Oblique, Nora Noh, Xenia Design, Isabel de Pedro, Vilagallo and Elemente Clemente including collections from Korea, Malaysia, China, the USA and Europe.

Bitte Kai Rand, hailing from Denmark, presents their innovative approach to design and knitwear, while contemporary, design-driven Chinese brand JBNY will show subtly elegant womenswear alongside their diffusion line of menswear, Croquis.

Taking inspiration from the complex ethnicity of Istanbul, House of OGAN’s modern hand-crafted creations come to life through classic silhouettes, traditional handcrafts and natural materials, while Korean womenswear brand Choiboko, renowned for artistic prints and patchworks with constructive silhouettes, celebrates vibrant colour and bold silhouettes.

Other designers not to be missed include Emily Lovelock, whose design philosophy is rooted in apparel that exudes elegant refinement and casual luxury. Clean lines, soft structure, crisp colour, graphic prints and playful sophistication are the signatures of the label. Edward Mongzar prides himself on creating pieces that are ethereal and poised while Liza Veta uses natural fabrics such as silk, wool and cotton to create sophisticated pieces.

Newcomers to this season’s premium edit include August Alive, Endehor Trend, iLOT, The Rasara, Demoo and Styland. Finnish designer Marita Huurinainen will be making her Pure London debut with her designs which are created to last both in their style and material. This philosophy is perfectly expressed in Marita’s signature concepts WILD, which is the only ethical fur and leather concept in the world.

Premium collections will also shine across footwear, with returning brands including Camper, who will present their contemporary designs which entail an individual and unconventional spirit, and Audley with a collection that uses natural materials combined with London-designed elegance. Visitors hoping for something different can look to Slack London for inspiration; influenced by the Bauhaus movement, their collection highlights bold colours, colour blocking and the use of modern materials to create innovative and aesthetic designs. Arche, C-Doux, Lofina and Lola Cruz will also join the premium footwear line up this season.

The premium accessory offering will include a variety of home-grown and European collections, as well as brands from further afield. British brand Bell & Fox presents an effortlessly stylish and luxurious collection of bags and accessories, with a quirky twist. German scarf manufacturer, Fraas, will showcase exquisitely designed patterns and statement pieces, while Hultqvist Copenhagen will offer unique fashion jewellery. Other premium brands presenting a range of sophisticated add-ons and integral additions will include Becksondergaard, L’(ae)telier Caesars and Carla M.

Julie Driscoll, Portfolio Director for Pure London at Ascential commented: “We are thrilled to present such a varied and exciting premium offering to buyers and retailers for the February show. Each season we source an eclectic mix of premium brands from across the globe that complement the offerings found throughout the rest of the show. To have sold out the premium section for this season confirms that Pure London presents a truly fresh and unique collection of luxury brands, not found on this scale anywhere else in the UK.”

The next edition of Pure London will take place from 12-14 February at London Olympia. For more information, visit www.purelondon.com.