Pure London

Twice a a year Olympia hosts the Pure London fashion trade show. Over 800 brands come together to exhibit their forthcoming collections, hoping to secure orders from some of Britain’s top buyers. Yesterday I popped along with Laura, pretending to be said buyers.




P1040660As soon as we arrived we made a beeline for WGSNs AW15/16 trend forecast. The talk lead by Sara Maggioni gave an exclusive summary of what key trends will sell well in a years time. It is crazy that WGSN are already forecasting trends for 2017!


We then had a peruse around the brands on offer, there was everything from established high street names such as White Stuff and Birkenstock, to lesser known designers like Lello Pagnotta, making their UK debut.

P1040723P1040722Lello Pagnotta was proud to show off his beautifully designed fur coats. They came in every colour on the spectrum and the attention to detail was a credit to their Italian manufacture. Floral silk linings and embroidered artwork adorned the pieces.


Leggy is another new brand, which unfortunately for myself is for the taller variety. The edwardian inspired blouses were gorgeous so lets hope someone picks up the brand soon so they can be marvelled in all their beauty.


The Giving Keys were unlike any other brand we had seen all day. The idea is that each key is worn and engraved with words of inspiration and encouragement. Once the keys message has served its purpose with you, you pass it on to someone else and let it inspire them.


Across the three days Pure London hosts a number of seminars and catwalk shows to inspire the buyers…

P1040680P1040689 As you would expect the shows were mainly trend based, however some of the brands still stayed true to their signature vintage aesthetics. If ever I had a southern-belle alter ego and suitable occasion, this 1950’s styled Collectif dress would be my go-to! P1040725

Understandably we couldn’t picture all of the clothes as some of them need to stay undisclosed before they hit the shops next year. Little White Lies had absolutely beautiful pieces for next summer. The brand is currently stocked in some of Urban Outfitter‘s larger stores and I’m fairly confident that their buyers would have made huge orders once again so I’m looking forward to the day that they hit the shops!


Whilst writing this post I listened to Oh Wonder – Lose It 

The Whimsical Way













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