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100 young fashion brands to show SS line at Pure London
Jul '13
Pure London, organised by i2i Events Group, will welcome over 100 young fashion brands to London Olympia this August as the show heads into its 34th season.

Housed in the National Hall, Olympia, the extensive selection of brands will present their Spring Summer 14 collections and short orders for Autumn Winter 13.

London-based brand Louche, known for their unique styles and bespoke twists on catwalk trends, will return to Pure London with their latest collection: The Directors Cut. With themes of ‘Girl in Film’, ‘Wildwood’ and ‘Wrap Party’, the collection reflects upon a decadent and powerful fashion landscape through the silver screen. The soft feminine patterns, neatly layered separates, luxe eveningwear, and structured shift, cacoon and pencil dresses all provide for an effortlessly chic wardrobe.     

Priding themselves on accessible, affordable and individual fashion, Glamorous will also return to Pure London with their AW13 collection. Two distinct influences will be demonstrated: a grunge and punk inspired theme will see edgy styles, bold tartan designs, and PU mixed with textured knits, velvet, and striking animal prints; while interesting texture combinations will reflect a theme of sports luxe. 

After a hugely successful SS13 collection, The Pretty Dress Company gained numerous celebrity admirers and they return to the show this season with a fresh AW13 collection, centred upon feminine charm. Vintage inspired prints, florals and figure-hugging silhouettes will feature, as well as the introduction of layered-tulle under skirts for a classic prom-style.

Other brands returning to Spirit include Ruby Rocks, with their signature designs and fresh prints; Emily & Fin with a Gatsby influenced collection; and The Style London, whose choice of fabrics and styles have drawn inspiration from around the world for their latest collection.

Portuguese brand SMF will also return with an eclectic new collection, which boasts gothic, baroque, military, floral, and geometric designs across their range of clothing and accessories. Autumnal tones create a warm colour palette, with added motifs and textures such as velvet used to enhance the detailing.

Little Mistress, winner of ‘Young Fashion Brand of the Year’ at the Drapers Awards in 2012, will also return for their third season to Pure London. Attention to detail is highlighted in their ‘Baroque’ and ‘Oriental’ collections, both of which blend a seasonal colour palette with an abundance of feminine prints, intricate embellishments and sheer lace elements.

Although renowned for their occasionwear and dresses, the brand will also bring a variety of separates including trousers, leggings, tops and skirts.

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