One of the three newly-formatted ready-to-wear sections at this season’s show, Aspire will provide buyers with over 110 handpicked contemporary womenswear brands from both the UK and overseas.

New to Pure London this season and debuting in Aspire is Portuguese brand Miau Frou Frou. Started in 2008 by designer Juliana Cerdeira, Miau Frou Frou fuses the romantic with the contemporary across a range of dresses and separates.

Also making their Pure London debut this season, Icelandic brand Begga Design, cashmere knitwear brand Mandkhai and Danish brand YAS, part of the Bestseller Group, and contemporary Danish brand Coster Copenhagen will all present their AW14 collections in Aspire.

Returning to the show this season, after several years’ absence designer Ronen Chen will showcase the AW14 collection from his eponymous brand. Known for his sophisticated designs, aimed at the 30 plus woman, Ronen Chen’s collections are comfortable, stylish and flattering.

Also in Aspire, Greek brand Join Clothes returns to Pure London for another seasons. Offering short-order as well as forward-order to customers, Join Clothes provides a ‘one-size’ collection that works from sizes 8 through to 18, offering draped silhouettes in beautiful fabrics.

Another brand returning to Pure London this season as headline category sponsor of womenswear is James Lakeland. The brand will be showcasing an AW14 collection that sees unparalleled cuts combined with high-quality fabrics, all manufactured in Italy.

In addition to all of these brands on show in the Aspire 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