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Directional Edit to show womenswear brands at Pure London
Aug '13
Returning to Pure London for a second season, the Directional Edit section of the show will house an exclusive selection of womenswear brands in Olympia’s Grand Hall.

Offering some of the most inspirational designs in the market, a selection of brands including Frau Blau, Manitic, Isa Frignani, White Tent, Jolonte Vous! and Emile London will present their latest collections.

Italian brand Isa Frignani returns to the Directional Edit section this season, blending essentially feminine, romantic designs for its SS14 collection, 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.

Israeli brand, Frau Blau, will be returning to Pure London for a third season with its SS14 collection. Frau Blau was founded in 2002 by designer couple Helena Blaunstein and Philip Blau, and the concept behind the label is quality fashion with a humorous twist.

The brand’s overall vision stems from a decision by its founders to enjoy every stage in the design process coupled with a whimsical and positive outlook on life. Due to the fact that each of the two founders comes from a different background in design, their interdisciplinary fusion is manifested in Frau Blau's creations. As an outcome of this collaboration, the two designers developed a special technique for creating digital trompe-loeil on fabric.

New to Pure London this season, contemporary womenswear brand Manitic offers a SS14 collection that is both modern and wearable. Every piece in the collection is manufactured in Europe and the brand prides itself on its hand screen-printed fabrics. The materials used in the collection come from Switzerland, Italy, Spain and Poland.

Emile London, the directional label from London College of Fashion graduate Emile Carr will also be making its Pure London debut this season. The brand’s spring 14 collection is influenced by Pop Art and fuses intense colour and soft tone fabrics. Much of the collection is made of scuba fabrics, which gives the clothes an untouched, sculptured look. The spring 14 collection comprises 25 styles and incorporates detail such as lace, fabric folds and contrasting button holes.

Returning to Pure London this season German brand Jolonte Vous! will be once again showcasing its take on the classic shift dress which can be converted from day-to-evening wear in just one simple step. The silhouette of the dresses is classically feminine while the cut is modern and futuristic, and the fabrics are structured and full of character.

Portuguese brand White Tent will be making its Pure London debut this season. The label was founded by Evgenia Tabakova and Pedro Noronha-Feio who are of  Russian and  Portuguese descent and studied at Central Saint Martin’s and the London College of Fashion respectively. White Tent is based in Lisbon, Portugal and since 2007 the brand has been shown at Lisbon Fashion Week.

Pure London

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