Monday, 9 July 2012


19th-21st August 2012 London Olympia

This August sees the hottest names in intimate wear unveiling their collections at the launch of Pure London’s brand new section, Pure Body. Housing the very best in directional and designer lingerie, swimwear, shapewear and loungewear, Pure Body will be located in the newly opened West Hall Level 1, upstairs in Olympia from 19th – 21st August.

Image from Made by Nikki

Brands not to be missed include Ultimo, the underwear brand launched by Michelle Mone OBE in 1999, which will be showcasing its latest collection. Since its launch, Ultimo has become one of the most well-known lingerie brands in Europe due to its high-profile media campaigns and famous celebrity models, having risen to fame thanks to its innovative use of silicone gel in its bras.

Their Spring Summer 2013 collection draws inspiration from the iconic 70’s Charlie’s Angels, creating a beautiful fusion between true femininity with the slight scent of peril. The collection borrows vintage glamour by using muted pinks, blues and nudes. It is edged with bold piping, bright corals, and chiffon animal, finished with acid lime to entertain the intrepid season of summer! Founder and co-owner of Ultimo’s MJM International, Michelle Mone OBE is also confirmed to deliver a keynote speech at the show on Monday 20th August where she will be divulging her top tips on how to carve a multi-million pound empire and overcome adversity.

Also showing is Velda Lauder Corsetiere, favourite among celebrities including Dita Von Teese, Pamela Anderson, Tulisa Contosavlos and Courtney Love, and a brand which has devoted nearly two decades to sculpting the female form into beautiful hourglass proportions. Designer Velda Lauder’s love of 40's and 50's cinema ignited her infatuation with curve-creating garments that intensify and empower. Velda has refined and evolved the traditional craft of corsetry to comfortably reduce the waist of her clients by four inches without oppressing the ribs or hips.

Image from Velda Lauder

Swimwear brand, CrisBerry will be showing its bright and cheerful collection inspired by the freshness of the Californian coasts. The range consists of colourful motifs and patterns, each of which are conceived and designed entirely by the two creators, Cristel and Romina Carrisi. The collection finds inspiration in 1980’s cartoons, dreams, Roald Dahl’s books and vintage music stores in Hollywood.

Other brands to watch include one of Britain's most luxury lingerie and body wear brands, Made by Niki, which will offer some of the world's most covetable pieces, created by a team of underwear obsessives in the heart of the English countryside.

Image from CrisBerry

The ResultWear collection, which was created to meet the demand for beautiful shapewear that creates a smooth silhouette without the need for bra or underwire, features contoured bands and breathable performance fabrics that firm and shape problem areas while enhancing a woman's best assets, whilst maternity brand, HOTmilk brings a range of sensual nursing bras, camisoles and nightwear.

Other unmissable labels joining the line up include Claudette, Doro Design and, one of the leading proponents of glamorous lingerie, French name Chantal Thomass. Pure Body will also be launching a series of show-stopping lingerie, swimwear, shapewear and loungewear catwalk scenes on the new dedicated catwalk in the West Hall Level 1.

 A must-attend for all, these will provide buyers with an opportunity to discover the trends first-hand and brought to life on stage.

No comments: