Pure London announces womenswear line-up

Pure London has announced a diverse line-up of womenswear, footwear and accessories brands for its forthcoming show, taking place from 11-13 February at London Olympia.


Photo: Andaj London

More than 800 brands across menswear, womenswear, young fashion, athleisure, footwear and accessories, will showcase their latest collections at the trade show.

The curated womenswear section will feature both up-and-coming designers and established buyer favourites such as United Nude, O’Neill, Irregular Choice, Ebarrito, King Louie, Emily & Fin, Thought, Joe Browns, Noa Noa, Ying Cai, Sugarhill Boutique, Scream Pretty, EAST, Religion and Valentino Handbags.

This will be the first show for Siah Howard, one of London’s Atelier Couture designers, and Andaj London – a new handmade fashion label producing high quality leather and cashmere coats. And four international brands, including Germany’s Gipsy 2.0, Italy’s Virna Dro, Jalabiyé from Istanbul, and South Africa’s Geo by George, will be showing in the UK for the first time in the Premium Womenswear area.

Meanwhile, the Spirit section will encapsulate the energy and mood of young fashion, with brands including Compañía Fantástica, California-based Liverpool Jeans, Elements Rainwear, Fearless Illustration, Sophyline, Urban Bliss, Danity and Collectif Vintage.

Returning womenswear favourites include Access, Armedangels, King Louie, Sugarhill Boutique, Fransa, ICHI, Part Two, Soaked in Luxury, Lily & Me, Pranella, Blank and EAST.

The athleisure trend will be represented by newcomer Free Spirit, as well as Chikirina, Chikirina and Swimgerie, as well as O’Neill, Xavi Active and Boudavida. Lingerie brands showing include Cherry & The Bees and Scrumpies of Mayfair.


Photo: Valentino Handbags

In the accessories area, the Morris Fyfe Agency will make the UK debut of Replay Accessories, presenting alongside the new Valentino Handbag collection. New premium accessories brand Emma & Chloe, Frequent Flyer, Cuscus the Cuckoos, Nina Ullrich and Rosa Pietsch also join the line-up.

The event is expected to attract thousands of international and UK visitors as the industry gathers to see and source the latest collections for AW18/19.

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