Pure London 4 – 6th August, 2013


Fashion tradeshow Pure London, organised by i2i Events Group, will once again host a variety of UK and international labels as it returns to London Olympia this August for its 34th season.

As one of Europe’s leading transactional exhibitions, Pure London will bring together an eclectic range of high quality brands for three days of unrivaled buying opportunities and valuable seminar content.

Divided into Womenswear, Body, Spirit, Footwear and Accessories, each dedicated section will boast selectively edited brands across both the show floor and inspirational catwalks. The forthcoming edition will see many new and niche brands join the line-up with Spring Summer ‘14 collections and short order labels for Autumn Winter ‘13.

The Boutique, Directional, Studio and Edit areas will be housed within Womenswear, with over 1,000 brands exhibiting across the show.

Boutique womenswear brand Ariella Couture has chosen Pure London to debut its SS14 collection; aimed at the fashion conscious women of today, natural elegance and effortless glamour is projected across a selection of full-length evening dresses.

Also exhibiting in the Boutique section of the show, Australian occasionwear specialist Montique makes a return to Pure with its SS14 collection. Pure London is the only tradeshow where the Australian brand exhibits and new for SS14, Montique will be adding separates including blouses, trousers and knitwear to its core offer of dresses and skirts.

Joining Montique in Boutique is occasionwear label The Gill Harvey Collection, part of London-based womenswear brandhouse, the Medici Group.

The brand was born out of designer Hyun Jung Kim’s desire to create the perfect dress and

 This vintage inspired collection oozes elegance, sophistication and is the epitome of grown up glamour. It gives a much needed alternative to the traditional mother of the bride formula.
 Also returning to Boutique this season is US-based knitwear brand Kourosh New York. Each garment in the collection is knitted from fine yarns and finished with rhinestones, beads and embroidery detail to give the pieces a look that is both chic and stylish.
 Making their Pure London debut in the Boutique section in August are brands including US dress label
 Decode 1.8.

since the label’s launch in 2009; its fun, feminine wearable collections have been on every trend-setter’s radar. With styles ranging from chic day dresses to high-impact cocktail wear.
Joining Decode 1.8 is another American dress brand Baccio. The brand’s exotic and eye-catching prints help to make the range of cocktail dresses on offer as striking as they are unique.

Over in the Directional section, mainstream womenswear brand James Lakeland returns to Pure London this season with a collection which sees significant changes to its styling. According to eponymous designer James Lakeland, the SS14 collection which will be on show comprises a much wider range of casual pieces including separates and incorporating designs with both polka dots and stripes for the first time.

Joining James Lakeland in Directional, contemporary womenswear brand Part Two makes a return to Pure London this season, after a short absence from the show. Owned by Danish brandhouse IC Company, Part Two offers a signature style of clean aesthetic, sensual femininity and raw simplicity.

A new label for Directional this season is US-based Penn & Ink Brooklyn New York. The brand is aimed at independent, outspoken and slightly rebellious woman and comprises a contemporary selection of pieces including blouses, dresses, trousers, tops and tunics. Also new this season is contemporary Italian brand Gaudi.

Body will return to Pure London for its third season this August with a host of top names in lingerie, swimwear and shapewear.

Having launched their first ever collection this year, Pretty Wild Lingerie will bring their 2013 collection of 40 intricate lingerie pieces to Pure London. Each piece is handmade by creator Firouze Akhbari who works only with the finest fabrics and materials, including real leather and French and Italian lace; both of which are delicately sculpted to make three-dimensional motifs across nine styles of bras, knickers, suspenders, corsets and playsuits.

High-end lingerie label Kokolala also source luxury materials for their fantasy-inspired lingerie collection. Building upon ideas of sensuality, the collection sees fine lace, silk and satin used across daring designs such as the Kanika suspender dress and Cleo knickers.

Other names in Body include Pepper & Mayne, Paolita, Patricia Eve, and specialist pregnancy and nursing lingerie label Lorna Drew.

Spirit, dedicated to young fashion brands, will this season welcome the likes of Alice Takes a Trip, Amy Childs, Chi Chi London, Eskay W, Forever Unique, Miss Jolie, Neon Rose, Numph, Pepe Jeans, Poppy Lux, Stroppy Cat, and Sugarhill Boutique, to name but a few.

Louche will return to Spirit this season with short orders for their AW13 collection: The Director’s Cut. Following themes of ‘Girl in Film’, ‘Wildwood’, and ‘Wrap Party’, the collection injects prominent styles from within film over the last century including structured shift, pencil and cocoon dresses, as well as

 Also in the Directional area of the show brands including contemporary womenswear brand Ronen Chen, Irish label Avoca and Dutch brand YaYa will all be showing their SS14 collections.
 super-luxe eveningwear. A warm, natural colour palette adds to subtle prints, clean silhouettes and layered textures.

Already esteemed with countless celebrities, The Pretty Dress Company will also bring their AW13 collection to Pure London. Catering for parties, proms, festivals, and all other occasions, the brands signature tailoring meets new fabrics, prints and trends for AW13. Likewise, The Style London will present a bold new collection for AW13; whilst all their products are designed and made in London, inspiration for fabrics and prints are taken from all over the world to create trend-led, affordable pieces.

Young fashion brand Ruby Rocks, famed for its dresses, will also be returning to the show this season but this time the label will also be unveiling its brand new kidswear collection, Ruby Rockettes, at the show.

The Ruby Rockettes collection is fashioned in a summer turquoise, lemon and light denim, and echoes the vibrant prints from the womenswear range. Taking inspiration from the mainline, the clothes are aimed at girls aged 4-12 years and will debut in the junior section. The range consists of day dresses, party dresses, jersey and denim.

Year-on-year, the Footwear and Accessories section of the show has expanded hugely, now welcoming over 400 brands to the newly extended Gallery Level.

Global footwear distributor and licensee Highline United Europe will be making a return to Pure London this season. As well as showing the SS14 footwear collections from its brands including French Connection, Ellie Tahari, Jean Michel-Cazabat, Luxury Rebel, Nylo and award-winning designer Julian Hakes. Highline United Europe will also take centre stage as headline category sponsor for footwear and accessories as well as sponsor of the Design-Led Footwear Bar on the Gallery Level.

Award-winning designer Kat Maconie will also return to Pure London this season with her eponymous brand. Maconie’s footwear has been hailed by fashion journalists worldwide with the collection stocked in some of the country’s most prestigious retailers including Selfridges. This year the designer also scooped the prestigious Designer of the Year award at the Drapers Footwear and Accessories Awards.

Contemporary brand Esska will be presenting a collection for SS14 inspired by modern architecture, furniture and the world around us, Esska’s founder, Souraya Karami, originally practiced as an architect before becoming a shoe designer- this influence is clear in the new collection.

Other brands returning to Pure London this season include UK-based footwear designer Nicola Sexton, French brand K by Karston, Spanish brand Pikolinos as well as Moda in Pelle, United Nude, J Shoes, Ravel and Babycham.

In addition to all of the returning footwear brands, Pure London will also play host to a wide range of labels that are either brand new for the SS14 season or existing brands that have never exhibited at the show before.

Spanish ballet-pump brand Bissue Ballerinas will be making its UK debut at the show as will Portugese footwear labels Lemon Jelly and Rovers/Amare Shoes and directional Australian brand Sol Sana Footwear. The Ciccone Collection, the footwear label designed by Madonna’s brother, Italian sandal brand Rapisardi, and Portugese footwear brand Sofia Costa, will all be new for this season.

Other brands making their Pure London debut at the August show include statement jewellery brands Concept Jewellery and Astrid & Miyu, as well as handbag label Florian London. Bag and purse brand Ollie and Nic will also be showcasing its latest collection following a two-year absence from the wholesale market. Also new and launching in the UK is Betsy/Keddo from Russia.

Jewellery brand Sam Ubhi, Passigatti scarves, handbag label Nica, Lola Rose jewellery and leather accessories brand Nat & Nin will all return to the show with their latest collections.

Further to this, Naples Chamber of Commerce with special agent Proteus will be bringing accessories brands from Naples to show at Pure London. This will include a range of fine Italian accessories from bags and belts to scarves and gloves across the following brands; Bencivenga, Nuova Varriale, Pelletteria EV, Duecci Gloves, Ulturale Argento Antico, Bruno Acampora Profumi and the clothing brand Flannel Bay. As well as showcasing these brands, Proteus and the Naples Chamber of Commerce will be sponsoring the VIP Lounge on the Gallery Level.

In amidst the exhibitor stands, three catwalks- showcasing womenswear and lingerie in the Grand Hall, young fashion brands in Spirit, and footwear and accessories on the Gallery Level- will present key trends for SS14 with numerous shows throughout each day.

These will take place in between presentations and seminars hosted by industry experts, sharing insight on everything from growing your ecommerce business to a styling master class, giving tips on dressing for all body shapes.

For further information please contact Kate Stafford or Ruth Faulkner at Good Results PR

E: Kates@goodresults.co.uk or ruthf@goodresults.co.uk

T: 0203 397 5180

Pure London is the UK’s leading trade fashion buying event, representing womenswear, footwear, accessories, young fashion, childrenswear and lingerie, swimwear and shapewear. Organised by i2i Events Group, it takes place every February and August. 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 from over 1,000 brands, attend catwalk shows and hear from their peers and other industry experts in unmissable seminars and workshops. www.purelondon.com

Pure London S/S14 dates are 4-6 August 2013, with the show again taking place at Kensington Olympia. Buyer tickets are available at www.purelondon.com

i2i Events Group delivers world-class exhibitions and large scale events in key sectors including home and gift, fashion, retail, healthcare, energy, environment, education, technology and media. Its portfolio of world-wide events includes World Retail Congress, RWM, Spring Fair, Naidex, BVE, Bett and Pure London. i2i Events Group prides itself on opening up possibilities for its customers and each year brings more than 250,000 decision makers together to network, source, test, buy and sell brilliant products, services, ideas and solutions.