Pure London opens this weekend

Pure London will showcase a host of exciting new British and  International womenswear brands at July’s edition alongside the growing Athleisure section, a new Footwear destination area and an exclusive preview of key SS18 trends from global trend forecasters WGSN. Visitors will also be treated to keynote speeches from renowned British designers Dr Pam Hogg and Henry Holland, and in Pure Man a personal appearance by Lethal Bizzle.

Pure London Womenswear is defined by new and exclusive brands showcasing the latest trends and movements within the fashion industry. From 23rd – 25th July, the curated show sectors Pure Premium, Allure, Aspire, Spirit, Athleisure and New Brands will take over the Grand Hall Olympia, offering contemporary and lifestyle collections, elegant occasion wear, resortwear, activewear and coveted designer pieces from an edited selection of British and international brands. Buyers, retailers and etailers can expect to find trend-led partywear and occasionwear for the seasons ahead, as well as stylish staples and everyday casualwear for both short and forward order.

Melanie Ann Green, Head of Womenswear at Pure London says; “Each season we work hard to secure a mix of brands from across the globe so that our visitors can discover fresh and exciting collections for the seasons ahead, not to be found on this scale anywhere else in the UK. This July is no different…it is a must on the buying schedule.”

New to the show, modern and avant-garde styles can be expected from Pure Premium brands including Dixie, Rosemunde, Vizyon, Idamnof and Greek brands Collectiva Noir and Vaso Benai. Returning brands include Isabel de Pedro, Choiboko, Silvian Heach, Beate Heymann, Oblique and Vilagallo. Allure and Aspire sections will offer an equally eclectic showcase of new womenswear brands. Much-loved womenswear multiple East is branching back into wholesale for spring 18. The collection of around 120 styles focuses on occasionwear, linen, printed silks and resortwear. Newness also comes from Alilia, Bessi, Lebek, Salsa, LauRie and POL.

POL at Pure London

Returning favourites include Masai, Nomads Clothing, James Lakeland, ICHI, B.Young, Part Two, Inwear, Closet London, and Noa Noa. Young fashion section Spirit will offer on-trend and street style collections for short and forward order, with first-time exhibitors including Cotton Candy LA, Unique Vintage, KeiKei and Jack T. British brands Bright & Beautiful, Collectif Vintage and Pop Boutique return with their collections of all things retro and vintage. The dedicated Athleisure section offers sought-after activewear from brands such as O’Neill, PureLime, Miss Runner, Jilla Active, and ILU Fitwear.

Julie Driscoll, Portfolio Director for Pure London at Ascential commented; “We are thrilled to present such a varied and exciting offer including newness, individuality and exclusivity of product to buyers and retailers for the July show. This is complemented by our exclusive and insightful SS18 trends forecast from WGSN to assist visitors with forward planning, as well as exciting talks, seminars, one on ones with industry experts and catwalks shows.”

WGSN SS18 Trend Forecast

Global trend forecaster WGSN will offer visitors to Pure London an exclusive preview of the key trends in women’s fashion for SS18, helping to guide purchasing decisions for buyers, retailers and suppliers in attendance. The insightful presentation, which will take place twice a day alongside a curated catwalk showcase, will highlight the styles, cuts, colours and fabrics set to be huge next Spring/Summer, before they hit the runway at London Fashion Week. To help with SS18 planning, WGSN’s four Vision trends are mapped across six key retail drops. This will provide clear insight into which Vision trend will be most relevant for which parts of the season, enabling effective planning for product development across all seasonal ranges.

Closet London at Pure London

The season opens with Slow Futures, focusing on practical and functional product that crosses over from winter into the Spring Transitional drop. Kinship has two drops: Spring which centres around lighter layers, and Mid-Spring & Festival, which explores new festival essentials. Psychotropical also has two drops: Summer which targets both casual and resort, and High-Summer, which focuses on beach looks, with an emphasis on print and pattern. Youth Tonic has an expressive urban attitude that works for the Summer Transitional drop, as the season moves towards autumn. The following overview will be discussed in detail on the Main Stage Catwalk at Pure London, 12-14 February 2017, by WGSN’s director of retail and buying, Sara Maggioni.

Slow Futures

Slow Futures focuses on the importance of basics, but with a more luxurious approach. As demand grows for long-lasting essentials, fabric assumes a new importance. In this trend, basic no longer means ordinary. Quite the contrary: wardrobe staples are becoming more lavish and desirable. Minimalism is a key influence in the Slow Futures trend, but moves away from its purist roots to embrace strong silhouettes, clever cuts and added texture. The trend for raw edges becomes more tactile with all-over finishes, and slubbed fabrics use silks and jerseys, adding interest to simple designs with elevated details. Shapes become more structured, as sharp edges and circular silhouettes become more important in tailored and volume items.


Kinship is a trend focused on adventure and travel, driven by cross-cultural connections in a globalised world, and the pioneering spirit of ancient Silk Road trading. This trend offers pick-and-mix influences that take us on a journey from sea voyage to souk, including swashbuckling nautical looks, Islamic geometrics and updated rodeo styles.

Kinship offers a layered approach to dressing, both in terms of design details and cultural references, which makes it perfect for Spring and Mid-Spring & Festival retail drops. Craft is fused with clever pattern cutting in this trend, and historical and cross-cultural details are key. Romantic and bohemian styles take on a tougher look, and casual looks are elevated with a focus on refined fabrics, raw-edge layering, intricate embellishment and surface texture.


Psychotropical sees lush botanical themes take on a heightened, almost synthetic form, with motifs that have a hallucinogenic quality. Colours are deep and saturated, and the juxtaposition of the natural and the man- made creates an unusual tension that feels new for the season. Swim and beachwear is a key reference this trend, which plays perfectly into the Summer and High Summer retail drops. Beautiful constructions and patterns traditionally seen on swimwear translate to apparel here, as beach- to-bar items evolve into everyday dressing, much the same way loungewear and pyjama dressing has. Silhouettes are simple and fluid, rather than restrictive, and materials offer a sense of refinement and luxury.

Youth Tonic

Youth Tonic embodies the exuberance of youth, but also appeals to older consumers in a market where age distinctions are more amorphous. It’s a rebellious direction driven by a new wave of young designers, which defies categorisation and moves gender-fluid styling into the mainstream. The Youth Tonic trend takes place against a backdrop of bleak news and social upheaval, which is giving rise to a more outspoken, socially aware generation. Accepted norms are being challenged by young creatives, who are channelling their energy through fashion, clubbing, music and politics. The result is an eclectic clash of styles with a dash of neo- nostalgia, where 1990s clubwear and street style assume a new relevance.