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Pure London hosts new brands for AW'14
Feb '14
As London Olympia prepares to open its doors to the next edition of Pure London, the newly edited sections of the show are set to welcome a vast number of first-time exhibitors.
Organised by i2i Events Group, Pure London has seen an 8% year-on-year increase in new brands signing up to exhibit across all areas of the show including fashion, footwear and accessories.
Following increased investment in the show from parent company i2i Events Group, Pure London has attracted many brands to the show this season, wanting to experience the event for the first time.
In addition to all of the changes to the show, which will be debuted via the three new ready-to-wear sections Agenda, Allure and Aspire, Pure London has also strengthened its partnership with UK Trade and Investment (UKTI). Working together, Pure London and the UKTI are supporting British brands and designers to showcase their collections, providing them with a platform to reach UK and international buyers.
As a result of the investment in the show, first-time exhibitor numbers have increased and now stand at well over 200. These include the likes of Humanoid, Stella Nova, Yuzzo, Mandkhai, Whiite, Kilian Kerner, 2LOVE TONY COHEN, Day Birger et Mikkelsen, Olivia Burton and Paul & Joe Sister. 
A blend of quirky feminine fashion and wardrobe staples, Danish brand Stella Nova will showcase their latest collection in the Agenda section. Putting a modern twist on timeless classics, the brand plays emphasis to having fun with fashion. Portuguese womenswear brand Katty Xiomara will also exhibit in Agenda.
The epitome of romance and elegance, their designs combine understated contours with intricate embellishments and detailing. Fluid lines and enhanced silhouettes meet with a mix of patterns, textures and colours for a wholly feminine collection.  
Also new to Agenda is French ready-to-wear brand, NUE 19.04, whose upscale collection sees a subtle alchemy of roughness, rock attitude and sensuality. Another brand debuting at Pure London this season is Amsterdam-based 2LOVE TONY COHEN. The collection is focused on femininity, luxury and creation and inspired by drapes and flowers.
Launching their anticipated AW14 collection, Day Birger et Mikkelsen will also exhibit in Agenda for the first time.
Barbara Lindroth at Day Birger et Mikkelsen commented: “We are happy to participate at PURE and we hope to reach out to a large number of independent accessories stockists around the UK and hopefully also Ireland. We will also showcase a couple of ready-to-wear pieces to allow the customers to get a taste of the full DAY universe.”

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