"Pure London, the premium event for progressive fashion buyers, introduced an inspiring curated line-up of women’s wear, footwear and accessories brands for its forthcoming show. These include exclusive brands, up-coming and established designers with buyer favourites such as United Nude, O’Neill, Irregular Choice, Ebarrito, King Louie, Emily & Fin, Thought, Joe Browns, Noa Noa, Ying Cai etc. Taking over the vast Grand Hall at London Olympia from February 11-13, the curated show sectors will deliver a stunning range of collections selected to match buyers needs."

Pure London, the premium event for progressive fashion buyers, introduced an inspiring curated line-up of women’s wear, footwear and accessories brands for its forthcoming show. These include exclusive brands, up-coming and established designers with buyer favourites such as United Nude, O’Neill, Irregular Choice, Ebarrito, King Louie, Emily & Fin, Thought, Joe Browns, Noa Noa, Ying Cai etc. Taking over the vast Grand Hall at London Olympia from February 11-13, the curated show sectors will deliver a stunning range of collections selected to match buyers needs.

Designers’ delightful creations

This is the first trade show for Siah Howard, one of London’s leading Atelier Couture designers known for her impeccable style and taste. Her distinctive signature is of understated elegance, sophistication and balance, using the most luxurious fabrics and exquisite embellishments. Another London brand showing for the first time is Andaj London, a new handmade fashion label producing high quality women’s coats crafted by skilled women using high quality fabrics such as leather, cashmere, angora and wool. Four exciting brands showing in the UK for the first time are German brand Gipsy 2.0, Italian designer Virna Dro, Jalabiyé from Istanbul, and from South Africa Geo by George.

With over 40 years of experience in leather outerwear, Gipsy 2.0 brings its latest sustainably sourced collection and classic leather, suede and lambskin jackets to Pure London. Jalabiyé is an eco-responsible high-end brand designed for modern and spiritual woman. Creating a platform for the Middle Eastern and European woman to meet in dialogue, Jalabiyé aims to break the traditional code of modest fashion, and focuses on natural fibres such as cashmere, wool, silk and cotton. The Geo by George label creates timeless ready-to-wear pieces for the individual women that want to look stylish and effortless every day. Established in 2017 by George Sander, Geo by George presents its first Cruise 2018 collection at Pure London. Distinguished craftsmanship and hilarious fantasies combine under the direction of Italian designer Virna Dro’.

Meanwhile, award-winning South African women’s wear brand, Tamara Chérie, offers a minimal, structured  approach to her luxury ready-to-wear collection of soft tailoring and refined silhouettes. Other Premium brands include Jane Lushka, Argiddo and Carla Ruiz, The Cocoonalist, Divas, Ribes of Love, An Rheas, Coster Copenhagen, Choiboko, Yerse, Rino & Pelle, Bitte kai Rand, Jessica Russell Flint Design, URBAHIA, Isabel de Pedro, Zambak, Beate Heymann, Silvian Heach, Esmeralda, Tahlia, Dixie, Animapop, Denim Studio, Dina Shaker, KARMA KOMA, Coosy, Ying Cai, Millie & Elizabeth, Denim Hunter, and The O Boutique.

Athleisure on demand

The ever-growing athleisure section showcases the latest ranges in activewear, yoga wear, swimwear and underwear. Brand new in the UK market, from Australia, Free Spirit is an Ethical Yoga Wear brand show casing their collection of 100 per cent sustainable, organic cotton & bamboo tanks, tees and sweats, while an eclectic mix of statement leggings complete the studio to street look. Chikirina a hybrid active/swim/lifestyle brand offering ‘live-in’ multi-functional items that can transition from gym to street, street to beach, and day to night. Holidolls is a spectacular new swimwear line designed to impress and made to show off curves. Stunningly sexy and daring ‘swimgerie’ is handmade and embellished by Italian craftsman.

New premium accessories brand Emma & Chloe joins the line-up, as does ‘build your own bag’ brand O Bag, specialising in customisable handbags and watches, enabling customers to choose the body, handles, interior, exterior trims and additional accessories to create a truly unique bag. For stylish and practical lifestyle travel accessories look out for Frequent Flyer. Its simple designs and functional details are the best fit for modern travellers. The collection contains six travel necessities including a trolley, a large backpack, a small backpack, a large pouch, a small pouch and a camera case.