The brand provides silhouette-enhancing dresses for the fashionable 25+ consumer, meeting the demands of both affordable and quality day-to-evening pieces. Style-savvy bold designs include structured shapes, clean lines and contrasting sheer panels, with hues of teal and berry adding to a largely monochrome palette.

Along with Paper Dolls, a host of new brands will make their way to Pure London for the first time this August, from both the UK and around the world.

Australian label Bariano will debut at the show this season, having launched in 2004 and expanded internationally since. Their pieces are built upon elegance and sophistication, with intricate detailing adorning their high-end evening and occasionwear. Portuguese brand Rugu will also exhibit in Spirit for the first time, along with Dolly Diamonds, Gemma Collins, Silvian Heach, DIVA, and a selection of niche labels from the ASOS Market Place- to name but a few.   

Inspirational trend-led catwalks will also take place in Spirit on the National Hall Stage. Chi Chi, Forever Unique,  The Style London, Glamorous, Neon Rose, The Pretty Dress Company, Bariano, Pussy Cat London, and Soho Fashion Victim are just some of the exciting brands that will showcase their collections on the runway; as well as Eskay W, Stroppy Cat, and Mongani- all of which are launching at the show.

Pure London