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Pure London boasts Scandinavian offering for upcoming show
Aug '14
Pure London will open its doors at London Olympia from 3-5 August, 2014 as more than 800 brands come together for the UK’s premium event for progressive buyers.

Within the eclectic brand line-up, Pure London boasts a strong Scandinavian offering for its forthcoming edition, showcasing premium brands from Sweden, Norway, Denmark and Finland.

The mix of first-time and returning exhibitors will present short-order AW14 and forward-order SS15 collections at the show, organised by i2i Events Group. Housed within Pure London’s six dedicated sections – Allure, Aspire, Agenda, Spirit, Footwear and Accessories – the exciting selection of Scandinavian brands will be showcasing the latest trends in womenswear, young fashion, footwear and accessories.

Danish exhibitor ILSE Jacobsen will return to Pure London following a successful February show; inspired by nature and modern, relaxed Scandinavian design, their latest collection combines a soft, neutral colour palette with contemporary styles. The brand will exhibit in Agenda alongside fellow Danish exhibitor Whiite, whose SS15 collection welcomes a mix of statement pieces and quality summer basics.

With a contemporary, edgy twist on casual styles, Danish women’s fashion brand YAYA will also exhibit at the show this season; as will Y.A.S (Your Apparel & Style), whose collection centres upon a sports luxe aesthetic, incorporating refined silhouettes and premium fabrics. Pure London’s Spirit section, dedicated to showcasing inspirational young fashion brands, will also boast a strong Scandinavian presence.

Coster Copenhagen will present a primitively simple yet edgy collection, expressing a mix of raw and feminine designs; the returning exhibitor will be joined by first-time exhibitor ICHI, whose collection provides sensual styles for the sophisticated city girl. A suite of brands will be brought to the show by Sewn Agency this season, including Swedish brand Triwa.

The accessories label exudes the vibrancy of Stockholm and its contemporary art, design and music across a collection of timepieces and accessories. Expect timeless classics with a modern twist. Swedish Hasbeen’s will also be putting a contemporary touch on iconic ‘70s style with their SS15 collection. The brand have reworked classic clog styles to create a fresh new take on a vintage design, using completely natural, environmentally-friendly materials.

Fellow Scandinavian brand Garment Project will showcase their unique footwear collection at Pure London this season. With a refined, trend-focused aesthetic, the brand offers an assortment of colours, leather and sole options to cater to the needs of individual customers.

For SS15, the collection sees a wholly neutral colour palette, introducing new marble soles, shapes and fabric mixes. Gardenia Copenhagen will also exhibit in Footwear with their collection of quintessentially Scandi-cool footwear staples, including a range of heels, sandals, boots and trainers.

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