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Pure London's young fashion section 'Spirit' almost full
Nov '13
Spirit, the young fashion section of premium fashion buying event, Pure London is almost sold-out for the forthcoming February show with only four stands remaining.
Housed in the National Hall, Olympia, Spirit will see over 100 young fashion brands present their forward-order AW14 and short-order SS14 collections.
New to Spirit this year, New York based-brand DKNY will be showcasing its line of contemporary loungewear and nightwear.
Joining DKNY in Spirit for the first time at Pure London, young fashion brand Kuccia will be exhibiting its short-order SS14 collection. Already stocked in the likes of Topshop and ASOS, Kuccia is described as “outspoken, loud and eye-popping” and is certainly guaranteed to make an impact.
Russian fashion designer Kira Plastinina also makes her Pure London debut this season with her eponymous young fashion brand. Dubbed the world’s youngest designer when she showed her first collection back in 2007, Plastinina has gone on to open boutiques worldwide as far afield as China and LA and counts Britney Spears and Georgia May Jagger among her celebrity fans.
This season, Spirit will once again house its now-famous Launch Pad section, featuring 16 new or up-and-coming brands all making their show debut. Included as part of the Launch Pad is new womenswear brand Twin London, a collection of classic evening and cocktail dresses designed to provide investment dressing for special occasions.
Ragged Robin the own-label brand from award-winning Bristol independent retailer Fox + Feather will also be making its Pure London debut in the Launch Pad section.
Alongside many of the new brands making their debut in Spirit this season, the young fashion section will also see many other labels making a return to Pure London.
Little Mistress, two times award winner of the Drapers ‘Young Fashion Brand of the Year’ accolade, will return to Spirit for their fourth season at Pure London. Joining Little Mistress will be the brand’s older sister label Paper Dolls and, new for this season, an eagerly-anticipated launch brand from the same group. 
With the name of this new brand yet to be revealed, it is expected that the collection will feature separates as well as dresses aimed at a younger customer.
Other brands returning to Spirit include Ruby Rocks, with their signature designs and fresh prints and, following a successful debut last season, Australian label Bariano, with intricate detailing adorning their high-end evening and occasionwear.
Pure London is set to return with a fresh brand vision for the February 2014 edition, following major investment from parent company i2i Events Group. The event 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 the show, which takes place from February 9-11 at London Olympia, will be Pure London’s five re-edited sections; Aspire, Agenda, Allure, Spirit and Footwear & Accessories.

Pure London

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