In addition to the 50% increase in re-bookings, Pure London will be hosting a mass of new brands, with over 110 new, international and niche labels making their debut this February. Collections will be showcased from the likes of Falke, Madame Shou Shou, Urban Stitch, Ottoman Hands and Emmy Design.

In the Grand Hall, the Womenswear sections will be home to a range of new exciting labels. The Studio section will be introducing Continental Textiles, Esperus Systems, Icelandic Design, JayLey Collection UK, Mat Fashion, Pattern Passion, Tulchan, and Zilch. Despite it being their first time at Pure London, in 2013 Continental Textiles will celebrate 60 years of trading and success as a creator and distributor of fashion accessories, beachwear and clothing. Their Autumn/Winter collection will highlight current designs across a range of patterned knitwear, luxurious classic faux fur coats, and a limited edition accessories collection of spike and stud embellished snapback hats that are sure to be a success with young consumers. Pattern Passion found their inspiration from natural and organic motifs, focusing on neutral soft colours and hand-drawn or painted imagery which is then digitally printed onto 100% silk garments. The emphasis for Tulchan lies within texture, with the use of cord, lamb’s wool, jersey and cotton, lavished with interesting colours and finishing touches. In addition to their customary key pieces, A/W13 will also include a lightweight cotton raincoat, fluted knee length skirt and blazer style knitted jacket.

Siss on Bare will make their first appearance at Pure London in the Boutique section, drawing inspiration from ‘the girl next door’ and themes of elegance mixed with playfulness. The key material for the collection is silk burnt-out velvet, teamed with denim, chiffon and linen in a range of bold colours and floral prints. Also new to the Boutique section will be Aldona Liese, Lily Designs, Mazing, and Natali Almaratti.

Directional Edit will take to the floor this season, replacing the Premium section; this brand new section will display a selection of progressive, inspiring collections from the likes of Mrs Pomeranz, Frau Blau and Pe De Chumbo.

Joining the eclectic range of lingerie and swimwear brands in the Body section will be Fraulein Annie, Madame Shou Shou, Hemingway Vintage Lingerie, Lorna Drew, Gatta, 30:fifteen, Vivis and All Undone. Established Greek clothing and swimwear line Madame Shou Shou will be expressing the brand’s ultimate girly concept by combining romantic and playful lines with bows, ribbons and open backs. Already esteemed with numerous celebrities in Greece, Madame Shou Shou will undoubtedly attract buyers in London with their distinguished bow bikinis and feminine pieces. Inspired by the luxury of vintage fabrics merged with contemporary designs, All Undone will be presenting their intricate pieces which all feature beautiful silk layering.

Scarlett Black will be debuting in the Young Fashion section with their array of little black dresses. The London-based label combines quality fabrics with affordable prices for their all-black collection. In contrast, Greek label Fabric Art have opted for full colour in their collection, incorporating elements of glamour, uniqueness and high quality design whilst producing each piece like a discrete work of art. Monkey on my Shoulder, established by Austrian designer Gina Drewes, will present their handmade collection made from cotton, silk and jersey, which features a range of distinct colours, prints and patterns. Their use of wild fringing, puffed sleeves and feathers give the pieces a unique look, whilst their Haute Couture Monkeys range for special occasions is characterised by its unusual forms and materials. Another brand gaining inspiration from animalistic imagery is Pengat, whose pieces consist of simple garments that each hold a print by illustrator- and founder- Joanne Pennington, using only environmentally friendly inks. The illustrations draw upon animals, skulls, taxidermy and mythical creatures, using dark shades and pattern work to create a quirky collection with a Victorian edge. Other first-time exhibitors in the Young Fashion section are Fable Label, Honor Gold, JCuriano, Urban Stitch, and Rene K.

The Junior section will host new brand Nixie Clothing as well as new childrenswear collections from Firetrap, Converse, French Connection and Ben Sherman.

Accessories will also be welcoming some great new brands to Pure London, including Apollonia Tree, Betty & Betts, LGM Hats, Desalai, Kimko Clothing Company, La Luna - Ropane SL, Mademoiselle S, Envy, Pierre Vaux, Slang Barcelona and Tania Zekkout. Introducing their Autumn/Winter 13 collection of exquisite handmade pieces, LGM Hats places a twist on classic shapes, accentuating timeless elegance with flattering, feminine designs in earthy tones such as gun-metal grey and camel. Also portraying a different take on the classics is Envy who has opted for vibrant colours, especially orange, for their accessories collection. A key piece in the collection is a modern, revised version of the traditional satchel bag. Falke have sought to deliver the highest standards in both quality and design. Their collection of beautiful hosiery and socks provides a feminine, modern, and expertly crafted touch on glamorous eveningwear or everyday wardrobe essentials. Also debuting their A/W13 collection will be Apollonia Tree, whose 100% pure fine wool and silk scarves will feature striking, modern graphics inspired by ethnic prints from around the world. The luxuriously soft scarves will be available in a range of rich colours such as red and purple, with a touch of deep blue and black.

Gracing the Footwear section for the first time next season will be Flora Harrison, Vitti Love, Prime Boots and Hudson Shoes. 

i2i Events Group delivers world-class exhibitions and large scale events in key sectors including home and gift, fashion, retail, healthcare, energy, environment, education, technology and media. Its portfolio of world-wide events includes World Retail Congress, RWM, Spring Fair, Naidex, BVE, Bett and Pure London. i2i Events Group prides itself on opening up possibilities for its customers and each year brings more than 250,000 decision makers together to network, source, test, buy and sell brilliant products, services, ideas and solutions.

(26/11/2012)