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Pure Premium to launch this August

Jun '10
This August, Pure London will be launching a premium section housing high profiled contemporary womanswear designs. Taking over the lavish surroundings of the Pillar Hall at Kensington Olympia, twelve international labels will be on show including Best Behaviour, Stefanel and Mardi Jeudi.

Recent reports published by retail firm Verdict Research showed that the premium womenswear sector is set to grow by 17% to £5.5billion over the next 5 years overtaking the value sector of the market. With the state of the current economic climate, consumers are now buying fewer items, placing quality over price.

Each label in Pure Premium is handpicked and representative of the best high end boutique brands in the market. Danish brand Best Behavior, established by the designers Marie Ørberg and Malene Brøchner in 2004, will be showcasing their stunning collection. The concept of their collection is based on multifunctional design and the undisputed approach to a relaxed yet innovative silhouette, where no cut or drape is placed by chance. Their focus on simple colours, unusual cuts and cool details has made the brand one of the buyer's favourites, as it represents a commercial, yet high profiled, fashion statement.

One of Italy's largest fashion houses, Stefanel will be presenting their latest collection to buyers and retailers. Their ultra feminine designs mixed with edgy urban chic makes the collection a must have in any modern wardrobe. Since 1959 the brand has navigated the shifting fashion territory consistently delivering great design and impeccable quality.

"Pure represents a great opportunity for us to meet many buyers that could be really interested in Stefanel. The visibility that the event guarantees is exactly what we are looking for, in a time when we are watching the UK market with much focus and big expectations for our wholesale expansion.

The combination of Italian taste and quality as well as the remarkable expertise we have on knitwear, will surely catch the right attention of the operators. Stefanel is looking forward to participating" Comments Gaby Ferri of The Gallery Clothing Agency.

Pure London

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