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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

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