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Pure London to unveil childrenswear section 'Pure Junior'
Jul '12
Pure Junior will launch this August housing top childrenswear labels located in the Spirit Young Fashion Hall. The fresh new section will allow buyers who stock childrenswear, or are looking to expand their offering, discover a colour-fuelled injection of fun fashion and contemporary brands, never seen before at Pure London.

Sarah Lawrence, Event Director commented “Research carried out among Pure London visitors showed there was a need for trend-led childrenswear brands especially those that target the early teen market. A lot of our brands selling fast fashion in Spirit Young Fashion extend into this market.”

Yumi Girls will be among the new brands presenting their latest collection. Aimed at 5 to 14 year olds, the range reinterprets their main line collection with a cute playful twist for the younger customer. Uttam Kids will sit alongside Yumi featuring a collection of highly embellished, individually designed pieces in sizes 3 to 10 years. Each piece in the

Uttam Kids range is uniquely hand crafted – it’s definitely a brand not to be missed.

Buyers looking for ethical brands will have the opportunity to browse the latest collection from Kite Kids. The leading label in the children’s ethical fashion market, Kite Kids will be showing their Spring / Summer 2013 collection.

Their ‘Paradise Collection’ has been lovingly designed for girls from 2 to 11 years and is inspired by beautiful shades of tropical pink, leaf green, surf blue and sunshine yellow. Kite Kids has created a stylish range of dresses, blouses and skirts that accent floral prints mixed with random checks, creating a fresh and unique mismatch look. The boy’s collection, ‘Port and Starboard’, draws inspiration from nautical themes with tones of red, navy and green.

Pepe Jeans London Kids lights the fuse on the Spring / Summer 13 season with an explosion of prints and a carnival of colour designed to get the summer party started for their younger customer. The kidswear collection shakes up the season’s grown up looks with a parade of cute-kid interpretations with the emphasis on summer fun. From wannabe rockers and beach resort divas to old-school British charmers, this season underlines Pepe Jeans London’s trend-led credibility.

A favourite among retailers, More Stories’ key pieces this season include a dotty throw-on rain mac with fleece hood lining, cotton paisley/check pattern mix shorts and a quirky playsuits. Junior Crew, a new collection from Crew Clothing consists of a beautifully designed range for children aged 4 – 11 years. With great attention to detail and influenced by Crew’s coastal roots the collection brings a sense of adventure with traditional British values.

Pure London

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Courtesy: House of Fraser

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