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Pure London signs raft of new brands

Pure London has signed up a host of new names for its forthcoming show in February, including an umbrella of brands through contemporary fashion agency Innocenza.

Three of Innocenza’s womenswear labels - contemporary Danish womenswear brands Gestuz and Stella Nova, and Danish outerwear brand Ilse Jacobson, will make their Pure debut at London’s Olympia on February 9 to 11, 2014.

Exhibiting in the ‘Agenda’ area of the show, which has been described as “showcasing a mix of cool casual pieces with a distinctive confident edge, combined with fashion-forward hero pieces”, the brands will sit alongside new signings: premium womenswear brand Furansu; Italian brand Ter de Caractère; London label Code Le Vush; leather brand Cuir Royal; German label Elfenhaut; premium French brand Nue 19.04; Italian label Stefanel; contemporary Danish brand Whiite; Korean brand Choiboko and Malaysian fashion designer Melinda Looi.

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