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Commercial looks lead way at Pure London

Brands played it safe at Pure London offering up a host of commercial trends for autumn 09 for cautious womenswear buyers.

Key trends at the show included checks, which appeared in sombre colours on coats and shirts; and watercolour prints which appeared on chiffon dresses.

Knitwear was also a big story at Pure London, which is open for its final day today, with heavy knits and knits as outerwear making another appearance for autumn. However there were also some lightweight knits on show, designed for layering. Fair Isle knits and textured knits were also in evidence.

Dresses remained important and styles included structured body-con, sequin trimmed shifts and painterly print tea dresses.

Purple reappeared as a key colour for autumn but there were also new Burgundy and claret shades.

For a full report on the trends and business mood at Pure London see this weeks’ issue of Drapers.



Readers' comments (2)

  • I was loving the knitwear at Pure last week. Fair Isle is so cosy and I loved what I saw at the show. Vivi ponti was a gorgeous brand I hadn't seen before. There was a knitwear brand on the first floor in accessories which did gorgeous shawls with raised cubic rose embroidery. Anyone remember the name? I didn't write it down :(

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  • I have asked Vicky Ogden, the head of accessories and footwear at Pure and she suggested it could be Roshanara on Stand J192 or Rose Black on J105? I hope this helps

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