This
month I was lucky enough to attend the UK’s leading trade fashion buying event,
Pure London, which is held twice a year in Kensington Olympia. I was so excited
to attend as I had never been to a fashion buying event before, let alone one
as big as Pure London. The event gives fashion buyers the opportunity to peruse
upcoming collections from over 700 brands, emerging artists, and market-leading
labels, attend catwalk shows, and get expert advice from industry professionals
in a number of seminars. Many of the collections are for upcoming seasons and
are not yet available to buy (sadly enough!).
The show
took place over three days on 14-16 February focusing on AW16 collections. The venue is huge
and takes at least a full day to explore. I attended the event with Emily from
Retro Violet, the designer behind the jewellery brand, who was interested to
find out what it would be like to showcase a collection at Pure London.
Catwalk
shows and seminars
PureLondon showcased three main stage catwalks and two spirit catwalks each day.
The main stage catwalks were inspired by WGSN (a tool used by fashion brands to
predict upcoming trends) AW16/17 fashion forecast, and the Spirit catwalks
displayed the latest designs from a mix of stylish labels. It was exciting to
get an insight into the upcoming trends for AW16/17.
As well
as the catwalks, there were various seminars held each day on topics including
social media strategy, branding, top tips for independent retailers, and many
more.
AW16/17 may
be a while off but it is exciting to get a sneak peak of what’s to come. The
AW16/17 collections were stunning and showcased upcoming trends including monochrome,
velvet fabrics and eclectic patterns. The main trend appeared to be vibrant
seventies, with bright hues of orange and blue, high-waist trousers, mustard
dresses, and fur gilets.
Brands
There were so many brands at
Pure London I wasn’t able to see them all, but here are some of my favourites
from the ones I did see.
Raaah London
I was
instantly drawn to Raaah London by this gorgeous gold sequin dress (now firmly
on my wish-list). Their new collection had elegant and dazzling party dresses
which are sure to wow the crowd on your next night out. There were lots of
metallic cocktail dresses and red-carpet-worthy lace and sequin gowns.
Olga Berg
OlgaBerg had one of my favourite accessories collections of Pure London. I’m like a
magpie when it comes to sparkly things and Olga Berg was no exception. Their
clutches were so elegant and sparkly in a range of beautiful textures and
patterns. Olga Berg started off as an Australian brand which grew
internationally and their range is now available in the UK. They have a
glamorous clutch for every outfit and wearing one would certainly make you
feel like a million dollars.
Onjenu
Onjenu’s
collection was one of the most vibrant and eye-popping collections at the
event. It was like an explosion of bright colours and patterns! They had so
many fun and playful pieces in flattering silhouettes, perfect for brightening
up your day.
GI Jewellery by Isabela Groza
GI Jewellery's interesting and colourful jewellery collection was full of blue
and purple hues, and unlike anything I'd seen before. I fell in love with the unique statement necklaces which would
bring any outfit to life.
Shay Lei
Shay Lei's collection had exquisitely designed pieces with different textures and
fabrics. Each piece had its own name and exuded confidence. My favourite was
the floral silk jumpsuit which was called 'Flower Power' (in the photo on the
left).
Big Metal London
Big Metal London is a premium accessories design studio specializing
in costume jewellery. They had countless cute and exciting necklaces, rings,
bracelets, and earrings on display in many different styles. My favourites were
the geometric necklaces in the photos above.
Glamorous
I was in dress heaven when I walked through the
Glamorous collection! They had dresses in every colour from sweet and flirty
dresses (like the super pretty one I'm holding up) to dresses with stylish
silhouettes. They also had fun and quirky accessories on display such as the
Wow! bag pictured above. Sure to be a hit next season.
Rodgers & Rodgers
My
favourite rings at the show were these little beauties from Rodgers &Rodgers. I'll definitely be ordering one when the collection is released.
Rodgers & Rodgers create hand-made jewellery with hand cut semi-precious
stones. I loved all the pretty pieces adorned with pastel-coloured stones.
Vacant
Vacant had a charming and quirky collection on display with
prints ranging from botanical to birds and even cats! I was surprised to discover they have a shop
in Brighton which I must've walked past a dozen times - sometimes you just
don't realise what goodies are on your own doorstep!
F & J Collection
The F & J Collection
sell premium quality accessories designed in Cornwall. They have a huge range
of soft and pretty scarves with patterns including birds, butterflies, and
feathers. By far my favourite of the collection was the pineapple print bags
and purses - I love pineapple print! These will be perfect for summer to
brighten up the English weather.
Brin d'Amour
Brin d'Amour is a
French brand that started in 2008. Their collection is inspired by the desire
of femininity and seduction and is very French chic. I really liked the
statement ‘Oui’ cuff bracelets in gold and silver and the delicate pearl
necklaces.
LYDC
LYDC had
a huge variety of handbags from casual to smart, including lively colours, florals,
monochrome, and soft pinks. Most handbags also have a matching purse to keep
everything organised. LYDC often collaborate with bloggers and even have a
bloggers hub on their website if you’re looking to get involved!
Mua Jewellery
I was drawn to this adorable
pink stand and discovered lots of pretty delights from the new Mua Jewellery collection.
(I must admit the French Fancies did a good job of tempting me in!) Each piece
is handmade and unique. The jewellery is delicate, feminine, and intricately
designed.
Overall
The
event was buzzing with energy and excitement, with eye-catching stalls around
every corner. It was inspiring to meet the designers behind the brands and to
see their beautifully crafted clothes and accessories. Overall, it was a
sensational and insightful day and we were exhausted by the end of it!
 |
| I wore a lace white top and black leather skirt from H&M along with chelsea boots from New Look. |
Pure London is back again in July and I look forward to discovering even more brands
and collections.
Please feel free to leave any thoughts or comments in the box below.
