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Pure London: footwear and accessory preview
Dec '09
As the capital prepares to become the international fashion focus for buyers and retailers alike, Pure London springs into season introducing new sections within the footwear and accessory areas, creating a vibrant new atmosphere and providing visitors with a more effective and enjoyable buying experience.

With the largest ever collection of accessories and footwear, Pure London is the ultimate one stop shop! This February the Footwear Hall unveils a new look splitting the brands into three areas, New to Pure Footwear, Trend Led and Design Led, allowing buyers to source collections more easily.

The Trend Led section will include top footwear designer Steve Madden, who returns with his eye-catching Autumn/Winter 2010 collection adored by celebrities including Lindsay Lohan, Kate Moss and Katy Perry. The range will consist of leather biker style boots, cute shoe boots and more glamorous evening shoes with striking detailing. Showing alongside Steve Madden; Bronx, Eject, Irregular Choice, Prophecy, Fly London and Marco Tozzi will be introducing new collections. The Design Led section is set to showcase stylish ranges from the likes of Chie Mihara, Audley and popular Brazilian brand Melissa, while New to Pure will include Puro, Schu, Chocolate schubar, Paez shoes and Ruby Brown.

Pretty Ballerinas return for another season showcasing a range of cute pumps featuring intricate detailing.'Pure London is the best way of reaching the high fashion customers all under one roof.The timing of the show is perfect as it's early enough to sell short order Spring/Summer 2010 product as well as get forward order for Autumn/Winter.' commented David Bell, Pretty Ballerinas,

Everyday in the Sole Café, upstairs in the footwear hall, Drapers footwear editor Laura Weir will exclusively provide buyers with practical advice on topics such as how to buy footwear for your store and key trends for the Autumn/Winter 2010 season. Visitors can be sure to stock up on top Autumn/Winter collections guaranteed to tempt their customers. With new accessory collections from Konplott, Mimco, Soho Hearts and Calvin Klein Accessories visitors can find some of the best new talent and be sure to secure some fabulous pieces.

Regular favourites Danish brand, Dyrberg Kern will be showcasing their unique designs using Swarovski crystals alongside exquisite styles from Sam Ubhi Vintage.Launching this season, Fiorelli Jewellery will be bringing their new collection of elegant costume jewellery in rich colours as well as classic silver necklace sets.

Also added to the line up is RI2K with their beautiful range of bags as well as collections from the much loved Olga Berg, Hobo, Red or Dead and Suzy Smith. Wonderweave will be showcasing the finest collection of shrugs and shawls as well as London based label Skive & Toole who will be wowing buyers with a range of leather accessories for men. Returning to the show after missing a season Ruby and Ed will be presenting their beautiful range of cosy slippers and snuggly sleepwear.

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