Fashion trade show, Pure London, to be held from February 10-12, 2019, will display a re-edited layout and new British and international brands showcasing their AW19/20 collections. The brands include Parka London, Lauren Vidal, Mos Mosh, Jolie Garance, Aggel Knitwear, and Jovani. Strongest growth from global brands comes from France, Turkey, and Greece.
Pure London’s strongest sector growth area is the newly created Gen Z section encapsulating the energy and mood of young fashion and set to burst with of-the-minute, trend-led, street style, and unisex collections. New brands include Spill The Tea, Odd Color Studio, Peace & Chaos, Mr. Gugu, and Sera Ulger, according to a press release on the show.
Using Pure London as its launch pad, Spill The Tea’s AW19 collection will see an injection of new fabrics while graphics fuse rave, eastern vibes and 90’s themes along with a smattering of angels, cats, and internet meme culture.
Sera Ulger (SULDN) will capture the vibrancy of East London and the nostalgic memories of growing up in the 90’s in London. With quite a bright and loud style and a sense of girl power, SULDN enables a unique attitude for the sassy girl they design for. The collection’s prints are inspired through colours and the vibrancy of the fish world, which are hand painted in house and designed on to their signature styles including their jumpsuits.
Mr. Gugu was created with the idea of making the world more colourful thanks to amazing all over printed clothing. It is famous for their printed sweaters, printed leggings, printed hoodies, printed shorts, printed swimwear and printed t-shirts but above all, their crazy full prints.
New to Premium Womenswear is authentic British outerwear brand Parka London, a business dedicated to the iconic style and reinvention of the parka. Mos Mosh from Denmark brings its signature luxury denim and tailoring to Pure London, alongside unique designs in cashmere, cotton, silk, and leather. MAnnequin, created by sisters Anastasia and Melina, will show garments designed and sewn in Greece, with attention to detail, experimental design and high-quality materials and finish.
Using only the finest fabrics from all over the world including silks from Italy and cashmere from Scotland, established in 2017 in the Principality of Andorra, Lola Antoine is a luxury European women’s prêt-à-porter brand created by the designer Sara Pagès.
Appareal is a collection created from high tech Italian fabric that is machine washable, doesn’t need to be ironed and sidesteps the harmful environmental effects of dry cleaning. With a flair for avant-garde patterns, architectural structures, and minimalism lines and colours, Secareanu mixes sport and classical design features, using natural or high-tech materials, taking inspiration from contemporary European pattern as well as from the traditional cut of the Romanian archaic societies.
Spry Workwear also shows for the first time – the brand design hard-working clothes for stylish women from simple, hard-wearing fabrics. Inspired by traditional workwear, and updated for modern women, its clothes are built to transcend the seasons and are made in small batches in the UK.
Athleisure shows no signs of slowing down and this February the section re-launches; doubling in size and moving to a more prominent space upstairs between the Grand Hall and the Gallery Hall. Brands to look out for include Baya, Jilla Active, NUX, Commando, Terra Dea, Meld Apparel, Noomie, Blood Red, and Luna & Noon.