Pure London: Young Fashion Preview

Pure London: Young Fashion Preview

10th-12th February 2013

London Olympia

Pure London’s Young Fashion section will this season house a selection of over 200 brands from feminine party pieces to edgy fashion-forward streetwear. The very best home grown and international branded fashion labels will showcase their A/W13 collections and short orders for S/S13.

Returning with their latest collection, Glamorous will be adding bold touches to some key trends with a feast of sequins, colour-block denim, sheer panelling, casual luxe and tie-dye. Incorporating pastel tones of blush and grey marl into their key pieces, Glamorous will be presenting a mixture of cut-out, printed and sequin dresses as well as contrast sleeve bomber jackets. Also compiling the unexpected is The Style London, who will be merging eras and drawing inspiration from 1950’s vintage styles and futuristic aesthetics. Whilst utilising new shapes and innovative fabrics, The Style London will be featuring exotic, vibrant colours across their collection. The attention will lie within the detail for their pieces, which will boast everything from digital floral prints, to studs, delicate metallic lacing and modern romantic lines. The Style London will be also showcasing their key pieces on the Young Fashion catwalk.

Returning for a second season will be Mr Gugu & Miss Go, who will be exhibiting a range of exciting catsuits, playsuits and sweaters, each featuring full photographic prints based on the fascinating colours of nebulas. Exploring a slightly surreal theme is Obscure Couture, who will be debuting at Pure London with their S/S13 and A/W13 collections. Themed ‘Fake Believe’, the collection incorporates elements of fairytale rock and glamour with an edge; from rain macs, to leather-trim tutus, glitter slogan tees and metallic biker jackets with pastel hair extension detailing, Obscure Couture proves to live up to its name with their selection of surprising creations. Their A/W13 collection switches from girly to dark and sultry, with fur, leather, mesh and velvet integrated into embellished biker jackets, knits and evening dresses.

Emilyandfin have intertwined classic vintage silhouettes with modern styling for their S/S13 collection by using playful soft lines and feminine detailing such as gathered raglan sleeves, pleated waistlines, intricate buttoning and appliquéd bows. Their collection draws upon patriotic imagery of all things British and will showcase luxurious fabrics with ditsy florals, polka dots, and 1940-50s inspired prints. Also reflecting on iconic silhouettes from the last century is Miss Patina, where soft romantic lines are used across a range of reworked classic styles. The collection includes lace overlay shifts, delicate embroidery, camisole-style tops and bohemian pleated dresses. Miss Patina have opted for a pastel colour scheme to accompany their vintage aesthetics, with dusky pinks and pale blues being incorporated into timeless florals and subtle animal motifs. Hell Bunny are showcasing bright, exotic colours for their retro-inspired S/S13 collection, which will include 1950’s style petticoat dresses, circular skirts and high-waisted shorts and playsuits. Their prints will range from Hawaiian tropical to French Riviera floral, with a subtle 50’s rock edge.

Exhibitors presenting an array of fabulous dresses include the likes of Ruby Rocks, The Pretty Dress Company, and Ruby Prom. Drawing inspiration from around the world, Ruby Rocks have created the prints, textures and colours for their collection based upon tropical rainforests, tribal prints, woodland magic and English country gardens. Likewise, The Pretty Dress Company have chosen striking colour schemes and daring prints for their collection, which will include a variety of high-neck dresses, strapless styles, full skirts and floor-length gowns. As an added touch, the dresses will feature sequin embellishments, oversized bows, peplums, lace cut outs, and retro animal prints. Ruby Prom will present a metallic-based collection, perfect for girls looking to make a statement at their prom with either a thigh-high split or dipped hem dress. For a vintage twist, Ruby Prom will be working lace into their pieces to create a high-end couture look.

Returning to the show Little Mistress goes prim and proper for their initial 2013 injection; the 1960’s are in focus for their first offering of the season with a hint of the 1950’s silhouette. Added texture and detail through feminine appliqué, cutwork, embellishment and monochrome stripe sequin to rework old classics. The 1950’s is reflected through the fit and flare with the bold, statement colours. Oversized embroidery and crochets are key to detailing seen in scalloped edge panels and used throughout designs.

Mark Ashton, Managing Director of Little Mistress commented "Little Mistress exhibit at Pure London twice a year as we believe it is the only show that caters for a younger audience. Pure London is vital for Little Mistress, it’s our perfect opportunity to expose the brand and offer the buyer a chance to soak up what we are all about!" Also showcasing in the Young Fashion section in February will be Forever Unique, Danity, Iron Fist, Maggie + Me, Numph, Traffic People and Sugarhill Boutique, amongst many others.