225 new brands to feature at Pure London fashion tradeshow

New exhibitors to the Directional section include Almatrichi offering a short-order dress collection consisting of stylish designs, prints, embroidery and pretty colours made from high quality cotton lycra mixed fabrics. Presenting collections exclusively at Pure London this season, Olimara, Poppy and St Martins are a must visit.

White Stuff will be showing their exciting range for S/S13 including its ‘Textile de Como’ collection inspired by a vintage textile archive in Milan; and Bo & Mo bring their capsule collection from the main Mary Grant line.

New to Studio, Banana Blue will present their range of creatively shaped garment-dyed linen, combining classic and contemporary looks with attitude and Beaumont showcase a feminine and diverse summer collection.

In the Boutique section expect to find exclusive collections from Collectible, Montique and Vera Mont while The Hackbarth’s, a well-established German specialist for women’s tops, shirts and knitwear, will be offering monthly updates of stylish trends including knitted coats, cardigans, jumpers and dresses.

In its new home in Olympia Grand Hall, Pure Premium will host high-end bridge collections from the likes of Danilo Gabrielli and Negarin. Young, cutting-edge label, Sebastian Ellrich from Berlin will also show their collection reflecting the city's modernity and urbaneness while emphasising excellence in classical tailoring.

A host of exciting new brands will be on show in Spirit Young Fashion this season including Greek brand Athens Lab who create unique collections made to be like pieces of art, plus California surf and snow label O’Neill. Timezone, Voodoo Girls, Pink Boutique, Gold Dust Dalston and ZigZag London are other brands to watch out for. Also, within Spirit Young Fashion, the exciting Launch at Spirit will see the likes of Pinderellas, Alice Takes a Trip, Mr.Gugu & Miss Go and Melika M on show.

Also in the National Hall, Pure Junior will feature labels Crew Clothing Co, French Connection Kids, Converse Kids, Firetrap Kids, Sugar Pink, I Love Gorgeous, Dandy Star, Little Linens, Angel’s Face by Little Linens, Kite, More Stories Ltd, Oh Baby London, Pepe Jeans London Kids and Poppy.

Billieblush will offer a collection for little girls, with sassy, stylish pieces combining comfort with sophistication for special occasions. Feminine details including lace, glitter, frill and girly accessories combine with a palette of luscious colours. Faithful to its outdoor-inspired spirit, Timberland will offer childrenswear with the right blend between functional design and comfort. The collection takes kids on a getaway to New England, with a workwear atmosphere on the docks. The brand roots are reflected with a retro fifites feel.