The number one destination for fashion inspiration and buying, Pure London brings you the newest collections from the most exciting brands and the hottest emerging designers. Here’s a taster of what you can expect to see or in short discover your next big seller.
Celebrity favourite and British based label Charlotte Simone will debut its new limited collection of knitwear alongside its infamous ‘Popsicle’ scarves worn by Olivia Palermo, Rita Ora, Gigi and Bella Hadid and Sienna Miller. Founder Charlotte Beecham says: “The UK is one of our biggest markets and we see Pure London as the ideal platform to launch our new knitwear collection. I’m very excited to showcase our largest collection to date.”
Julie Driscoll, Managing Director at Pure London says: “The lineup this season is incredibly exciting for visitors. Buyers will discover new categories from their favourite brands, stand-out designs for the Instagram generation, as well as a host of emerging designers and brands that are putting sustainability and ethics at the heart of their businesses.” A host of other brands you won’t want to miss includeNAF NAF, Holidolls, Emme Marella, Mât de Misaine, Naadam, and THAÏS & STRÖE.
NAF NAF puts fashion at the heart of its collections in an elegant feminine style that is always fresh, for women who love fashion, play with different styles and don’t take themselves too seriously. Creating and passing on joie de vivre with humour and breeziness is the promise of the Grand Méchant Look. The Max Mara Group will showcase Emme Marella, a fresh and versatile clothing line for every occasion featuring unique prints and contemporary separates. For SS19 the collection offers an eye-catching and bold mix of floral and geometric patterns.
Holidolls is stunningly sexy, incredibly daring, sumptuous luxurious swimwear line – made to show off curves and designed to impress. The brand creates fully embellished handcrafted swimwear in the heart of Florence and at Pure London, with a live DJ and cocktails to get visitors into the summer party spirit, launches new skin tone inspired pieces to its Jet collection as well as a Resortwear range including dresses, trousers and beach cover-ups.
Exciting New York based brand Naadam showcases in the new Pure Conscious section alongside renowned ethical brands People Tree and Skunkfunk. With a modern, luxury flair, a Naadam Studio garment is known for its exceptional comfort, softness, and innovative use of textures. Naadam Studio believes in designing ethical, luxury fashion using innovation to redefine sustainability ensuring practices to produce the highest quality cashmere remains long into the future.
Mât de Misaine was established in 1989 on the Vendée Côte de Lumière, “Coast of Light” in St Gilles Croix de Vie – a famous fishing port and seaside resort on the French Atlantic coast. Navigating between timeless classics and current trends, between revisited nautical attire and fashion details, Mât de Misaine creates collections that are inspired by their environment and designed for men and women in search of elegant and authentic products.
THAÏS & STRÖE is an apparel brand based in Bucharest. With minimalist and clean aesthetics, it creates chic and comfortable ready to wear garments for the cosmopolitan, on the go, urban person. Made of natural fibres with an in-house manufacturing process, THAÏS & STRÖE garments are characterised by uniqueness, fresh vibe and visionary design.
Designed in England, NoLoGo-chic is for the woman who loves beauty and style. Created by designer Tina Malhamé, the unique collection is made in pure natural fabrics, adorned with embroidery, original colourful prints or hand-block printing using ancient techniques. This season they will be launching a fabulous new high designer resort range with beautiful embroideries on soft cotton.
British label, Foxology strives to create desirable and sustainable clothing, taking traditional skills and techniques and updating them with contemporary design. Thoughtful, versatile and sustainably designed pieces are created and curated from British manufacturing sources using the highest quality fibres and fabrics and using modern technology. The SS19 collection introduces fresh colours and styling to superfine merino classics.
International fashion brand for young self-confident women, TALLY WEiJL will continue to deliver the latest trends and innovative designs that have led to the company’s thirty-year success story. Founded in 1984 by Tally Elfassi-Weijl and Beat Grüring, the Basel based family business offers a unique fashion experience with the aim of making women feel empowered and beautiful.
The empowerment theme continues with free spirited brand Naudic who aims to inspire its fans to live out that personal freedom in their own lives. The latest collection boasts floating florals and daring batik-style prints. Its romantic undertones throughout speak to a spirit of letting go and falling in love; – with colour, with travel, with life – inspired by Naudic’s creator and designer Emma’s own travels.
A reoccurring favourite, Glamorous has experienced phenomenal growth becoming one of the leading womenswear brands on the UK and International Markets. Its roots may be British, but today they are truly a global brand. Glamorous can be found in over 30 countries throughout the world including the U.S.A, Canada, Australia, Russia, Italy and Germany and has been showing at Pure for a number of seasons.
Across the rest of Pure London, the three-day event will deliver substantial growth in new brands from around the world providing visitors with the opportunity to discover over 700 fresh and exciting fashion brands across womenswear, menswear, footwear and accessories brands, as well as new sections for kidswear and maternitywear (Pure KID), and ethical brands (Pure Conscious).
Taking place at London Olympia from the 22nd – 24th July, Pure London will offer visitors a festival of fashion with exclusive SS19 future trend insights delivered by WGSN and catwalk shows, now including childrenswear, will bring the season’s key looks to life. For three days visitors will be immersed into the world of fashion with a host of exciting guest speakers, workshops and networking opportunities.