Innocenza’s labels to showcase AW line at Pure London

December 21, 2013 - United Kingdom

Pure London, the premium event for progressive fashion buyers, has announced the addition of leading contemporary fashion agency Innocenza as well as several other premium brands to its new Agenda section for its forthcoming show taking place in February 2014.

Innocenza, based in London, has confirmed that three of its womenswear labels, contemporary Danish womenswear brands Gestuz and Stella Nova and Danish outerwear brand Ilse Jacobson, will showcase their AW14 collections at the event which will be held at London’s Olympia from February 9-11, 2014.

The Agenda area of the show will bring together the best in understated sophistication showcasing a mix of cool casual pieces with a distinctive confident edge, combined with fashion-forward hero pieces.

And it is not only Innocenza making its Pure London debut at the forthcoming show. Pure London is set to welcome a whole host other brands making their first appearance at the February edition, all of which will be housed in the Agenda section.

These include premium womenswear brand Furansu, iconic Italian brand Ter de Caractère, London label Code Le Vush, leather brand Cuir Royal, German label Elfenhaut, premium French brand Nue 19.04, Italian label Stefanel as well as contemporary Danish brand Whiite, Korean brand CHOIBOKO and Malaysian fashion designer Melinda Looi.

This is the first time that Innocenza, has brought a selection of its brands to Pure London, confirming that the agency believes that the show is the right environment in which to showcase its labels to buyers Sofia Strazzanti-Lynes director of Innocenza said: “I was impressed with Pure London’s plans for its Agenda section at the forthcoming February show.

“I believe Agenda will offer the right brand agencies for us to showcase three of our collections to a great selection of the best UK and international buyers.”

Innocenza is the second agency to confirm that it will bring a selection of its brands to the Agenda area of the show. Last month, London-based showroom Macandi confirmed that it was to showcase a selection of its brands including D.Efect, Delicate Love, POMANDERE and About on the one stand, as well as taking a separate stand for another one of its brands, Humanoid.

Julie Driscoll, Portfolio Director of Fashion and Jewellery at Pure London’s parent company, i2i Events Group, added: “We have a fantastic selection of the best premium womenswear brands signed-up to show in Agenda and we are delighted that Innocenza could join the likes of Macandi in bringing some of its labels to be part of what is set to be a great event for premium fashion buyers.”

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. The next edition of Pure London takes place from February 9-11, 2014 and registration for the show is now open.