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The best of British design talent at Pure

Dec '10
International buyers have become increasingly interested in high energy British brands that showcase at Pure each season. August 2010 saw an increase in international visitors to the show by 27%, with more buyers from Europe and as far afield as Canada, USA, Japan, Lebanon and Russia.

The show is a renowned hunting ground to source the very best of British talent and as Pure expands into two shows this February 13-15, 2011, there will be over 1100 brands and over 477 British labels on offer which is 45% more than August 2010.

Desmond Wong from Almost Famous commented, 'We always see international buyers at Pure and in August a company in Japan bought the collection for ten of its stores, it was a huge order'. Almost Famous will be back with their Autumn/Winter 2011 collection. Key pieces this season include a cardinal red knitted jumper dress with ribbon detail, combined with cobalt blue cocoon knit gillet, while longer length pencil skirts teamed with smart knits in copper, russet and smoky grey tones.

British brand Nougat will return to Pure London with its distinctive and feminine collection. Unique prints, sophisticated embellishments, vintage inspired laces and delicate finishing touches, combined with beautiful textures will be seen throughout their Autumn Winter collection. Luxurious cashmere mix knits, soft floaty dresses, separates and tailored styles which are perfect for any occasion. Sitting alongside Nougat regular favourites James Lakeland, Charli, Sticky Fingers, Full Circle and John Charles will be back with their latest collections.

New to the Directional section, leading British brand Fenn Wright Manson is a must see for visitors. Their London based design team produces sophisticated collections with an emphasis on stylish cuts and feminine prints and textures.

Top UK designers which will also be showcasing in London Olympia include Olivia Rubin, Ian Stuart London, Gia London, Pink Label London, Anonymous by Ross + Bute and Benjamin Roberts.

In its new home of Earls Court, Pure Spirit will also host a large selection of young trend led British labels including Lions Rampant, Blood and Glitter, Freddy, Pretty Vacant, Pepe Jeans, Firetrap, Kate Fearnley, Tofu, Brat and Suzie, Vacant and Gonsalves and Hall.

Admired by the likes of Fearne Cotton, who was recently spotted in one of their designs, Sugarhill Boutique's collection is inspired by the style and cheekiness of Brighton, with a 1960s chic and a quirky British heritage.

Animal prints such as deer's, horses, owls are seen adorned on dresses and playsuits while vintage inspired Paisley hearts print are seen on chiffon shifts and blouses. After seasons of success Rare, Forever Unique, Orion London, Glamorous and Darimeya will all return to Pure Spirit in the SHE section.

Britain's favourite brand Mina will be back under the Pure Spirit umbrella. Spotted on the Xfactor finalists last month, they will be showing short-orders of Spring Summer 2011 with key trends including Vintage garden and African graphic prints.

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