Pure London prepares The Underground Movement theme for this weekend’s AW edition

Having introduced a theme for the first time last season, Pure London is making the final touches to its new theme for the forthcoming show, taking place this weekend, 8th-10th February, at London Olympia. Labelled The Underground Movement, the theme will create a new and exciting platform for which brands, buyers and visitors can further engage with the show, while drawing upon key trends for AW15/16.

The Underground Movement follows seasons of re-editing, refreshing and re-branding for Pure London, with the show now ready to stand up for what it believes in: quality, design, individuality and authenticity. The very essence of Pure London is deep-rooted in style and substance, championing fresh thinking and originality from the newcomers, the visionaries, the risk takers and the bright creatives within the fashion industry. With insider knowledge provided by over 30 expert speakers at the show, the show prides itself in offering content that is both timely and relevant.

The Underground Movement will be ingrained in Pure London for 2015, reflected across the general aesthetic of the show, as well as the globally sourced brands from trend-led young fashion to new, emerging, international and premium labels.

Julie Driscoll,portfolio director for Pure London at i2i Events Group, commented; “We decided on The Underground Movement as Pure London’s theme for this season a few months ago and, having seen the Chanel and Stella McCartney catwalks for SS15 with their feminist slants, this gave u real confidence that we had chosen the right campaign.” 

“Pure London wants to work with brands and buyers who stand out on the high street; brands that retailers are sure of their identity and what they stand for. We are looking forward to sharing the stories of our brands, whose collections champion this manifesto and encompass that coveted blend of quality and authenticity.”

Exhibitors confirmed include: Humanoid, Pomandere, Isabelle de Pedro, Lei Lou, Choiboko, Oilily, Mascara, Dynasty, Vanessa G, B.Young, Joules, Almost Famous, Little White Lies, Noa Noa, Avoca, Fransa, Soaked in Luxury, Vero Moda, Only, Vila, ICHI, Little Mistress, Glamorous, Lavish Alice, Minkpink, Fly London, GEOX, Peter Kaiser, Cocorose London, Moda in Pelle, Yull, Fiorelli, Lola Rose, Ruby & Ed, Modalu, Tatty Devine, Konplott and Fraas.