Macandi to exhibit its fashion brands at Pure London

Macandi has confirmed that four of its premium womenswear brands will showcase their AW14 collections in the new Agenda section of Pure London.

The Agenda area of the show will bring together the best in understated sophistication showcasing a mix of cool casual pieces with a distinctive confident edge, combined with fashion-forward hero pieces.

Contemporary Italian womenswear brand Pomandère, Lithuanian womenswear brand D.Efect and premium Dutch knitwear and cashmere brand Delicate Love will all sit together on the one Macandi stand situated at the front of the Agenda section.

Separately, another one of Macandi’s brands, premium Dutch womenswear brand Humanoid, will also have its own stand in Agenda.

This is the first time that Macandi, which has a showroom on Emerald Street in London, has brought a selection of its brands to Pure London, confirming that the agency believes that the show will serve as a good platform to showcase its brands.

Julie Driscoll, Portfolio Director of Fashion and Jewellery at Pure London’s parent company, i2i Events Group, said: “We are delighted to welcome Macandi to this season’s Pure London show.

“As one of the UK’s leading sales and distribution agencies for contemporary fashion, their brands are exactly the right fit for Pure London’s new Agenda section.”

The news of these fantastic new additions to Agenda comes as Pure London unveils its new creative campaign for the show.

Shot by renowned fashion photographer Iakovos Kalaitzakis under the creative direction of Paul Swaby, the campaign was styled by celebrity stylist Siouxsie, with hair and make-up by Jessica Mueller.

The new campaign has been designed to convey Pure London’s brand values of understated, stylish and precise and highlights the fact that Pure London is putting brands at the heart of the show.

Starting with the February 2014 edition, the campaign will follow a similar format season-on-season so it is recognisably Pure London. However, depending on the seasons (AW or SS), the finished campaign will have a different Ombre laid over it.

For the forthcoming February show, there are six images with three different looks and these will appear on all of Pure London’s marketing touch points going forward, as well as being carried through on site at the show

Pure London brand manager Katie Nicholls said: “Starting with the AW14 show, the Pure London campaign has been stripped back to reflect our position as the premier event for progressive fashion buyers where brands and emerging designers are the very essence of what the show is about.”

Pure London is set to return to its roots for the February 2014 edition, following major investment from parent company i2i Events Group, and will see premium brands, emerging designers and trusted sector expertise brought together to a create a focused and inspirational buying experience.

At the heart of this will be Pure London’s five re-edited sections; Aspire, Agenda, Allure, Spirit and Footwear & Accessories.

Pure London