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PURE LONDON: positivity and originality

The latest edition of the London trade show looks to the future with hope and optimism

Dansk SmykkekunstDansk Smykkekunst
Lola CruzLola Cruz
Millisimo LondonMillisimo London

The Pure London edition dedicated to the proposals for the upcoming Spring/Summer 2018 season has just come to an end. The most important women’s fashion and accessories platform in the British Isles, which however also features a section entirely focused on men’s clothing and accessories, archived its latest edition with positivity and a contagious creative energy focused on individuality and originality. This is an extremely important aspect, especially given the current insecurity mood due to the recent election results in Britain and because of Brexit in general.

Pure London once again offered an excellent overview of what will be the main trends for the middle and premium segments of the various categories that make up the diverse landscape of the women’s fashion universe. From the proposals of emerging designers, strategically placed in the immediate vicinity of the main entrance, to the collections presented in the Premium, Aspire and Allure sections, up to the young fashion trends of the Spirit area and the space dedicated to Athleisure, a segment that is constantly gathering momentum in the British and Irish markets. Also very interesting and inspiring, the vast section dedicated to all the different categories of accessories, with over 50 footwear brands and hundreds of collections of handbags, jewellery and bijoux, hats, scarves, belts, eyewear and watches.

As usual, Pure London rewarded its most interesting and original exhibitors: King Louie deserved the Best In Show award while the Best in Womenswear prize went to Goose Collection. Awards were also rewarded to E Barrito for accessories, to TrixTa for menswear and Athleisure, and to DB Berdan as the new most interesting emerging talent.



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by Peppe Orrù

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