One of the three newly-formatted ready-to-wear sections at this season’s show, Allure will provide buyers with over 80 top womenswear brands from both the UK and overseas that have all been handpicked to complement each other and assist buyers and retailers in making the right buying decisions.

Appearing in Allure this season, Parisian designer Léo Guy will be showcasing the AW14 range from his eponymous womenswear brand. Said to exemplify luxury and refinement the Léo Guy brand consists of feminine suits, evening gowns and knitwear pieces.

Joining Léo Guy in Allure, occasionwear brand Mascara will offer an empowering and eclectic AW14 collection. Distinctively English in style, the new collection from Mascara provides quality, luxury and comfort across a stunning collection of Mother-of-the-Bride pieces as well as show-stopping evening gowns.

For those looking for daywear staples, womenswear brand Tulchan will present an AW14 collection featuring lots of colour, print and texture.

The brand’s Lancashire based design team has created a range of unique patterns and prints for the new season range; large floral blooms, abstract 50s inspired designs and colourful geometrics have been applied to knitwear, outerwear and accessories. Standout pieces this season include a jumper with a graduated floral print, a cotton jacquard spot jacket and coats that incorporate wonderful all-over large scale prints.

Belgian occasionwear brand Linea Raffaelli will showcase its luxurious and feminine Mother-of-the-Bride and occasionwear collections. Whether buyers are in the market for a sophisticated tailored suit, an elegant cocktail dress or a full length gown, the AW14 collection from Linea Raffaelli is sure to provide something for everyone.

Elsewhere in Allure, German ready-to-wear brand Backstage will present its AW14 range of wearable separates. The collection is based on the needs of the customer, with emphasis placed on fit, wearability and quality.

In addition to all of these brands on show in the Allure section, Pure London’s parent company i2i Events has extended its partnership with UK Trade & Investment (UKTI) this season.

As part of this strengthened partnership, UKTI and Pure London are working together to give more support to British SMEs seeking international growth within the brand new UKTI New Brits area of the show.

It is hoped that with UKTI’s support these up-and-coming brands will be able to make the most of exhibiting at Pure London and will appeal to many of the show’s international visitors.

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