This season Pure London will house Spring/Summer 2011 collections alongside Autumn/Winter 2010 short orders at London Olympia from 1 вЂ“ 3 August 2010. The exhibition will present over 900 of the industries most creative, luxurious, lust have brands. August will see the launch of many exciting brands, sections and features. Pure Premium, which will be located in the Pillar Hall, will bring together contemporary womenswear brands whilst Spirit and Label will sit together taking over the entire National Hall.
The main hall will house a range of new brands including Faun, Iconoclast, Heather Fashion, Marie Rebaret, Gustov, Andrew Marc and Bottletop alongside Capri who will be launching their new diffusion range born from the House of Adini. Targeting a younger, sophisticated customer, the Spring/Summer 2011 collection will consist of European influence styling with a colour palette of coral, taupe, charcoal, steel blue and rose.
Returning to Pure London after a short break will be Elemente Clemente, Bandolera and Carlopik. Back with a dramatic new look, Sticky Fingers will also return to the show. The collection is inspired by independent, strong personalities, which creates a feminine elegance, classic and chic; not to be missed!
Top womenswear designer and a regular favourite at Pure London, James Lakeland will be bringing his new collection consisting of around 500-600 pieces. Spring/Summer 2011 will offer customers the opportunity to modernize their wardrobes with key pieces such as cut off stretch treggings, cotton belted macs and taupe layered gauzy knitwear over double edged tops. Relaxed blazers in pale grey are designed to be worn over jersey pinafore dresses with detailing on the cuffs and necklines.
James Lakeland will sit in the Studio section alongside Escorpion, Lauren Vidal and Mais il est ou le soleil? while the Boutique section will continue to show much loved evening and occasion wear brands including Anouhska G, Ian Stuart London, Linea Raffaelli and Michaela Louisa.
Almost Famous, Darling, Part Two, Jackpot, Soaked In Luxury and In Wear will be on show in the Directional section. Rachel Johnson, Label Manager Jackpot commented вЂPure London is an essential part of our calendar and our biggest opportunity to sign new accounts each year. Pure brings the great and the good of the industry together.вЂ™
New for August, the opulent surrounds of the Pillar Hall at Olympia will play host to Pure Premium. A handpicked selection of the best high end and exclusive boutique womenswear brands from around the world. Designers such as Stefanel, Mardi Jeudi and Best Behavior will present their collections in a showroom atmosphere.
August will see Pure Spirit and Label take over the entire National Hall housing a top line up of the most vibrant and creative labels for young fashion buyers around the world. Fuelled with high energy the young fashion hall will create a buzz for buyers and brands to meet network and trade.