Pure London hosts new brands for AW'14

05 Feb '14

5 min read

The Agenda section will also welcome Choiboko, Gestuz, Melinda Looi, Eyedoll, Ilse Jacobsen and Tèr de Caractère, among others.

Joining over 80 leading womenswear brands in the Allure section, East will relaunch their iconic brand at the show, offering a S/S14 capsule collection for short orders. With a vibrant colour palette across tropical and ethic prints, the range of shirts, kaftans and trousers make for versatile seasonal wear. The brand will also offer accessories including tote bags and light scarves.

Allure will also welcome the likes of Tahari, a successful American brand making its debut in the UK; McVerdi, whose collection features simple shapes, sharp lines and bold colours; and Gibson & Birkbeck, who will bring both a S/S14 collection of British wildlife print shirts, and an A/W14 line of quality knitwear. With an extensive range of leather jackets, finished with fur, studs and other details, Arturo will bring their timeless transseasonal collection to the show.

Established only last year by Chinese born womenswear designer Yu Zhou, Yuzzo London focuses on the experience of the wearer and embraces all aspects of a woman’s personality. The collection boasts clean silhouettes, opulent textiles and an expression of primitive simplicity. House of HAD built their latest collection around unique takes on wardrobe essentials that can be worn across multiple seasons, such graphic print knits.

Certified by Fair Trade and the Global Organic Textile standard, Lazybones will bring a high quality collection of master tailored smart casual every day wear; while Star Chic will showcase a collection based upon luxury sportswear with refined, modern fit suits and accentuated details such as zippers and jewel buttons.

The Aspire section will also house: Mandkhai, Begga Design, BANNOU, White-tent, My Perfect-t, and Thangcongvu.

Among more than 50 new brands to Spirit, Pocket London will debut at the show with their range of jeans that aim to turn them from a staple to a trademark piece. The autumnal palette is versatile across all seasons, with each pair of jeans featuring a trademark coloured pocket.

Ragged Robin, whose designer is the owner of award-winning indie fox + feather, will showcase their range of printed jerseys and denim varieties. The collection includes cut-off shorts, jeans and basic tees with printed illustrations.

London-based label Jolie Moi will also exhibit in Sprit with on-trend dresses, skirts and jackets, featuring lace and bold prints. Other new brands to Spirit are: American Punch, Kira Plastinina, Alice’s Pig, Blend She, London Activewear, Oh My Lala, and Just Hype.

Over 70 new brands will exhibit for the first time in Accessories and Premium Accessories, showcasing the must-have pieces for the season ahead. British watch brand Olivia Burton, well-known for their affordable vintage-style designs featuring nature inspired motifs and colourful leather straps, will bring their latest collection to the show. A diffusion line from the eponymous French label, Paul & Joe Sister will also exhibit in Accessories with their fresh, youthful collection featuring clean lines and ditsy prints.

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