Pure Londonâs dedicated designer arena â Premium â ups the fashion ante for SS12 with a host of established design heavyweights. Located in Olympiaâs spacious Pillar Hall, expect to find collections from New Zealand label BLAK, Swedish brand Jofama, TBA, Tusnelda Bloch, Baby Ceylon and D.Efect to name but a few.
A-list favourite, GOAT, makes its debut in Premium this season, and should be at the top of the designer buying list. Featuring the labelâs signature understated pieces, from ultra-chic â60s-inspired shifts to luxe separates in an array of sherbet shades, itâs no wonder Victoria Beckham already champions its designs.
Also new to Pure Premium is Latvian label Katyakatya Shehurina. The vintage-inspired collection of delicate silk and intricate lace pieces hark back to the decadent â20s, with noted Charleston and tango references.
East meets West in Wondalandâs Saigon-inspired line, with a mÃªlÃ©e of sumptuous silk and chambray separates, alongside a tougher selection of collarless jackets and tux trousers.
Anonymous by Ross + Bute continues to fly the flag for home grown designer talent, presenting its affordable but luxe line of chic cotton tops and cardigans with rich guipure lace inserts alongside pastel posy print knits, jackets and skirts. And London-based designer Ann Louise Roswald, the purveyor of stunning prints, returns to Pure London with graphic and abstract floral designs for day and opulent embellishment for evening.
On the Upper Level, the Premium Accessories section completes the designer offering with exclusive edits from jewellery designer Sam Ubhi, The Branch and Echo, as well as luxurious leather bags and luggage from Ally Capellino, Alison Van Der Lande and Jocasi London.