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Welcome to the new season: as always, an interesting line-up of brands at Pure London

by Peppe Orrù

Pure London Day 1


Essential geometric lines, often with a play on block colours, or soft volumes for bags made of either leather and man-made materials or natural organic and recycled materials. A great range of slide sandals, even with medium height platform soles, and lots of variations on the espadrilles and flat sandals themes, often decorated with colourful ethnic and tribal appliqués. Bright multicoloured tropical prints for bags, shoes, scarves and hats. Geometric minimal shapes alongside organic and nature-inspired forms for jewellery. The collections on show at the latest edition of Pure London, which took place from July 24th to 26th at the Olympia exhibition centre in Kensington, often followed to the letter the ‘A Life Less Ordinary’ season’s theme, which was inspired by a Latin American trend.

A positive mood and an energetic atmosphere, regardless of the uncertainty created by the recent political events in Britain, characterised the latest appointment with the most important showcase for women’s apparel and accessories in the United Kingdom. The Spring/Summer 2017 collections of more than 700 brands, of which over 300 exhibited at Pure London for the first time, covered the whole spectrum of the many product and price segments of the world of women’s accessories, from young fashion to premium collections all the way to ready to order ranges with low to medium/medium-high prices. The next appointment with Pure London is scheduled to take place from February 12th to 14th 2017.




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