Home / Knowledge / News / Fashion / Directional Edit to display womenswear line at Pure London
Directional Edit to display womenswear line at Pure London
Jan '13
New to Pure London, Directional Edit will be housing an exclusive selection of womenswear brands in the Grand Hall.  Offering some of the most inspirational designs in the market, a selection of brands including Frau Blau, Furansu, gaffer&fluf, Yanny London, Isa Frignani and Mrs Pomeraz will present their latest collections.

Israeli brand, Frau Blau, will be returning for a second season with their A/W13 collection entitled ‘The Game’. Drawing inspiration from the aesthetics of chess, the collection will incorporate elements of historical costume, royal chic, and traditional patterns such as houndstooth, cable knit and weaved leather.

With a range of complicated textures and bold prints, the collection will see black, white and greys used across a stylish selection of trench dresses, midi graphic dresses, volume tops and printed leggings. Frau Blau will also be showcasing their popular S/S13 collection for short order. The collection, entitled ‘Atomic Mermaid’, reflects the beauty of sea creatures in an explosion of blues and yellows across simplistic feminine cuts, fitted shapes and soft lines.

Dutch brand, Furansu, also add playful, distinctive touches to their designs by combining timeless simplicity with contemporary edge and striking details. Greek brand gaffer&fluf will be making their debut at Pure London in February with an exciting new collection that looks to provide stylish and adaptable pieces, replicating the shapes found in origami, Lego, architecture and other structural forms for their womenswear collection.

With key trends of high necks and Japanese sleeves, the dark colour palette includes black, graphite and burgundy. With over 30 years of creative and innovative expertise in the fashion industry, Yanny London will be showcasing their luxurious collection at Pure London. Their stand is not to be missed as collaborations in the past have included working alongside the likes of Alexander McQueen and Givenchy, as well as many esteemed fashion houses.

As a reflection of its creator, Isa Frignani blends essentially feminine, romantic designs for their collections, aimed at women who are looking to go unnoticed. Each piece remains elegant with a hint of cosmopolitan sophistication as they feature a series of delicate lace, embroidery, soft strokes and carefully selected materials.

Also focusing on primitive femininity, Mrs Pomeranz, based in London and Moscow, will be bringing both their S/S13 and A/W13 collection to Pure London. The brand produces a relatively small number of pieces for each collection and focuses on high standards of quality in both designs and fabrics.

Their S/S13 collection features a range of 1950s inspired dresses and skirts which incorporate big flowers as a reflection of impressionist paintings by artists such as Monet, whilst A/W13 will see smaller floral prints and traditional materials used in a range of Russian woollen shawls. Seasonal colours will be used across each collection, with bright greens, yellows and reds for S/S13 and pastel greys, pinks and blues for A/W13.

Pure London

Must ReadView All

Courtesy: Aditya Birla

Textiles | On 20th Jun 2018

'Growth of VSF yarn industry is difficult'

Growth for the viscose filament yarn (VSF) yarn industry is...

Comfort USP of Sensitive Fabrics range of Eurojersey Spa

Apparel/Garments | On 20th Jun 2018

Comfort USP of Sensitive Fabrics range of Eurojersey Spa

Italian company Eurojersey Spa will present in 2019 new embossing...

Certification for Philippine garment firms availing GSP

Textiles | On 20th Jun 2018

Certification for Philippine garment firms availing GSP

The Philippines has adopted rules on securing certificate of...

Interviews View All

C Kamatchisundaram

ITME is an occasion not only to receive new leads but also to work on...

Cyril Pereira
Reed Exhibitions India, organiser of Asian Machine Tool Exhibition 2016

'Major problem in the textile machinery manufacturing industry is the lack ...

Yash Maniyar
Rekha Maniyar

Indian fashion market is growing at a staggering rate

Urmil Arya

Sushila International, a well established textile organisation established ...

Sandip Bhojani, Manthan Patel

Krypthm Tradelink LLP is a Surat-based manufacturer of westernwear....

Harmeet Singh

New Delhi-based Jogindra Industries Private Limited provides an assortment ...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Eric Scholler

The Indian market has huge potential in technical textiles, and by far,...

Steve Cole
Xerium Technologies

Steve Cole of Xerium Technologies discusses the industry. Xerium is the...

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

June 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category

Related Categories:

Advanced Search