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Pure London August edition to see over 250 global brands
19
Jul '14
Organised by i2i Events Group, Pure London will showcase short-order AW14 and forward-order SS15 collections across womenswear, young fashion, footwear and accessories. A diverse offering will consist of a mixture of new, niche and established names, with an international selection of brands from Europe, Asia, the US, and as far afield as Australia in attendance. 
 
The show will be divided into six carefully-edited sections: Agenda, Allure, Aspire, Spirit, Footwear and Accessories.
 
Agenda  
Showcasing high-end, cutting-edge designs across womenswear, Agenda will house an exciting line-up of international brands, many of which are making their debut at Pure London this season.
 
Danish brand Whiite will be exhibiting for the first time this season, while fellow Danish exhibitor ILSE Jacobsen will be returning to Pure London following a successful February show. The brand embraces the relaxed luxury often associated with Scandinavian lifestyle; inspired by nature and modern Danish design, their latest collection combines a soft, neutral colour palette with contemporary styles.
 
Allure  
Allure is set to have an equally exciting international offering, compiled of both new and returning exhibitors. French brand Corizzi inject Parisian style and elegance into their collection of evening and occasion wear, while Israeli brand Alembika’s SS15 collection welcomes an explosion of colour and print across their pieces, designed to be matched and mismatched as desired.
 
Born in Luxemburg and encompassing Italian couture, exclusive womenswear brand Manalena will launch at Pure London this season. Their SS15 collection radiates the vibes of holiday season with striking colours, while graphic prints and handmade embroideries make for an eclectic mix of street style and romantic elegance.
   
Aspire 
Aspire is dedicated to on-trend work-wear and contemporary wardrobe staples, housing around 100 carefully-edited brands within Olympia’s Grand Hall.
 
Three key concepts are present within Dutch brand YAYA’s SS15 collection; Awake, L’eau, and Bloom, all of which embrace natural elements and minimalism through simple silhouettes and soft spring colours. Aimed at the cosmopolitan woman and covering everything from easy, everyday-wear to luxury eveningwear, Romanian brand Brise will also show their extensive collection of versatile pieces at Pure London this season. 
 
Spirit  
Housing over 130 young fashion brands, Spirit will take over the National Hall with an array of trend-led collections, from street-style to vintage, directional denim and casualwear.   
 
Blending feminine styles with playful designs, ZIZTAR will introduce four new themes for SS15: The Blossoming World, Endless ‘Z’ Stories, Roaming in Hong Kong, and Salute to the Smurfs. From floral-inspired motifs to city-chic glamour and lively prints, the collection reflects the fun ethos behind the Chinese brand.


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