34th season of Pure London returns in August

02 Jul '13

6 min read

Over in the Directional section, mainstream womenswear brand James Lakeland returns to Pure London this season with a collection which sees significant changes to its styling. According to eponymous designer James Lakeland, the SS14 collection which will be on show comprises a much wider range of casual pieces including separates and incorporating designs with both polka dots and stripes for the first time.

Joining James Lakeland in Directional, contemporary womenswear brand Part Two makes a return to Pure London this season, after a short absence from the show. Owned by Danish brandhouse IC Company, Part Two offers a signature style of clean aesthetic, sensual femininity and raw simplicity.

Also in the Directional area of the show brands including contemporary womenswear brand Ronen Chen, Irish label Avoca and Dutch brand YaYa will all be showing their SS14 collections.

A new label for Directional this season is US-based Penn & Ink Brooklyn New York. The brand is aimed at independent, outspoken and slightly rebellious woman and comprises a contemporary selection of pieces including blouses, dresses, trousers, tops and tunics. Also new this season is contemporary Italian brand Gaudi.

Body will return to Pure London for its third season this August with a host of top names in lingerie, swimwear and shapewear.

Having launched their first ever collection this year, Pretty Wild Lingerie will bring their 2013 collection of 40 intricate lingerie pieces to Pure London. Each piece is handmade by creator Firouze Akhbari who works only with the finest fabrics and materials, including real leather and French and Italian lace; both of which are delicately sculpted to make three-dimensional motifs across nine styles of bras, knickers, suspenders, corsets and playsuits.

High-end lingerie label Kokolala also source luxury materials for their fantasy-inspired lingerie collection. Building upon ideas of sensuality, the collection sees fine lace, silk and satin used across daring designs such as the Kanika suspender dress and Cleo knickers.

Other names in Body include Pepper & Mayne, Paolita, Patricia Eve, and specialist pregnancy and nursing lingerie label Lorna Drew.

Spirit, dedicated to young fashion brands, will this season welcome the likes of Alice Takes a Trip, Amy Childs, Chi Chi London, Eskay W, Forever Unique, Miss Jolie, Neon Rose, Numph, Pepe Jeans, Poppy Lux, Stroppy Cat, and Sugarhill Boutique, to name but a few.

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