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Pure London: Autumn 15 Womenswear

Upbeat buyers gathered at Pure London to snap up new season collections. From statement knitwear to eye-catching prints, here are the highlights.

The UK’s biggest womenswear trade show, Pure London saw more than 800 international women’s clothing, footwear and accessories brands unveil their latest forward- and short-order ranges from February 8-10 at London Olympia.

Attracting plenty of UK and Irish buyers, plus a number from overseas, the show got off to a bright and energetic start on Sunday with some brands and buyers calling it the busiest, liveliest Pure in years. As always, day two and three slowed slightly, but the atmosphere remained buoyant.

“The brands are really optimistic and you can sense buzz and excitement in the air,” said Pure London portfolio director Julie Driscoll. “We have more than 300 new brands [this season], which is fantastic. We’ve deliberately gone out to find new international brands to delight and inspire our independent retailers.”


French label Derhy’s bold and statement-making pieces caught Drapers’ eye this season, with strong colours, prints and embroidery alongside loose and easy silhouettes contributing to an exotic, bohemian vibe. Embroidered hippie blouses are bestsellers (starting at around €30/£22), while geometric patterns are proving popular, particularly on a slouchy jacket (€50/£37) and a collarless wool cardigan (€50/£37) that will offer a unique point of difference to your buy.




This newly launched Portuguese brand made its UK debut at Pure this season, and attracted attention with its eye-catching designs. These include an abstract-print blouse wholesaling at £39.50, a fake fur jacket for £43, a black and white-print trench at £39.50, and a £38 textured cream jacket. There are about 200 pieces in the autumn 15 collection, and prices depend on the volume of each order.



Dutch brand Yaya - which last year expanded into furniture and homewares - is known for its basics, although there are several more directional pieces in the mix, including a suede shirt, fuzzy shearling jacket and leather jogging trousers. Bestsellers include silk blouses, available in muted colours, long cardigans and loose-fitting trousers made from soft jersey. Wholesale prices range from £14 for a T-shirt to £139 for a leather jacket.




Showing at Pure for the first time and now teamed up with agency Fourmarketing, Guess’s handbag offer garnered plenty of attention at Pure. The Nicky bag, a mid-size classic tote with a metallic chain embellishment, is the season’s strongest style. Available in a range of colours, prints and leather varieties, from cobalt blue to floral and leopard prints, black is the bestseller as many buyers prefer to play it safe. Wholesale prices range from £24.50 to £51 for PU and from £60 to £87 for leather bags.




New on the scene for autumn 15, Los Angeles-based denim brand CBLA offers a 28-piece range incorporating multiple jean styles in various fabrics, fits and washes. Seven key shapes, such as skinny, jogger and cargo flare, come in medium and dark blue denim, as well as black, grey and beige. There is also a denim jacket and fake suede jean-style trousers. Wholesale prices range from £35.50 for grey denim to £42.50 for cargo jeans.

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Cocoa Cashmere

The super-soft, brightly coloured 100% cashmere knitwear lured buyers to three-year-old British brand Cocoa Cashmere’s stand. A powder-blue sweater with mini fur pompoms (£58) and a graphic-pattern cardigan in yellow and grey (£75) are among the standout pieces. While classic grey is the most popular colour, neon pink, lime green and bright blues are also selling well for autumn 15.


A Postcard from Brighton

The 1970s trend is big at this short-order brand, for its summer and high-summer 15 collections. Manufactured in the UK, standout pieces include a viscose cobweb-style black poncho, wholesaling at £22, and chiffon-backed tops either printed with a tropical print or plain at £20. There are also printed or plain jersey midi dresses for £16. Wholesale prices range from £7 for a vest to £22 for a lace jacket or cobweb poncho.


Vero Moda

Bestseller’s womenswear brand Vero Moda has launched its first footwear collection for autumn 15. Focusing on leather boots and pumps, the commercial range features biker boots, high-heel boots with fake snakeskin and suede details and patent wedge loafers. Tan, burgundy and black dominate the 50-piece collection, which has wholesale prices starting at £9 for pumps and ranging up to £40 for boots, with a mark-up of 3.




Dutch label Humanoid has been moving towards a more contemporary direction in recent seasons, resulting in a more tasteful collection. Knitwear is particularly impressive, with an unusual textured jumper (£95) among the most popular pieces. A luxurious reversible and collarless shearling jacket is by far the most expensive item at £465, while jersey basics start at £19.



Lily & Me

Gloucestershire-based Lily & Me showcased its first collection under new designer Claire Parnall, who joined the business in September. The focus remains on printed items such as tunics (£18) and skirts (£13.50) in viscose and cord fabrics, but with a greater emphasis on continuity across the collection with interlinked colours and patterns. Striped styles have also been introduced, as have a larger number of trend-led separates including knitwear. Wholesale prices for clothing start from £5 for a viscose jersey vest, rising to £18.50 for a lace dress.



Short-order Italian brand Kate made its show debut at Pure, full of eye-popping prints and bright colours. Our favourite was this bold boxy-shaped green, black and white printed polyester coat at €55.50 (£41.18). Other styles include a green viscose dress (€23/£17.06), a textured black polyester coat with fake leather trim (€38/£28.20), and a monochrome polyester dress with full skirt (€31.50/£23.37). Prices from €15 (£11.13) for a top rising to €39.50 (£29.13) for a coat.

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Moda in Pelle

Footwear label Moda in Pelle unveiled its new concession shopfit and branding at Pure, focusing on quality materials including bronze finishes on shelving. The autumn 15 collection uses Italian and Portuguese leather on boots and pumps while the party range has been revamped with fake diamond-encrusted boots and stilettos. A small capsule range has been added, including leopard prints. Wholesale prices range from £24 to £44 for shoes, and £48 to £96 for boots.



Day dresses are a central themefor Pomodoro, with easy-to-wear styles including the Ikat dress, which comes in three colours including a yellow, mocha and turquoise option with front pocket detail (at£22, the brand’s entry price). Cocoon-shaped, wool-mixbouclé coats alsostand out, incerise, peacockand lime (at £55, the brand’s exitprice). Thebrand has morethan 500 UKstockists.


Traffic People

Young fashion brand Traffic People is backing a looser style rather than a body-con look this season, including a green and white split-back dress, wholesaling at £26.50, and a black and white split-front skirt for £23.50. Strong patterns also feature throughout the collection, such as a pink, gold and black chevron-patterned shift dress at £22.50 and a black and gold jacquard polyester and cotton jacket (£31.50), shorts (£21.50) and trousers (£25.50). Wholesale prices range from £11.50 for tops to £35 for jackets.



  • Donna Camera, managing director of La Vida Boutique in Horsham, West Sussex

“I’m very impressed with the show this year - there’s lots of print, lots of colour and a good mix of prices, which is important. The mood here is very good. People are upbeat but at the same time they’re serious and focused.”



  • Sara Llwyd Edwards, owner of Cleo in Cardigan, Ceredigion

“I come to Pure every season and there’s a really good feeling about the show this year. I like what I’ve seen on the whole but our customers like colour, so I wish there was a bit more of that around.”



  • Finola Meaney, owner of Signet in Dungarvan, County Waterford

“We are here looking for some new labels. In particular our customers want affordable pieces that offer something a bit different. In general I’ve seen fewer dresses and more casualwear at this edition of Pure. It’s also a good show for us to see the latest trends and get visual merchandising ideas.”



  • Josie Solomon, owner of Beau Monde, which opens in Clitheroe, Lancashire, next month

“This is only my second time at Pure. I’ve already picked up Silvian Heach and Sinequanone, but with my shop in Clitheroe opening soon I came to Pure to see more collections and there’s a lot I really like. The show is quite compact, which is good, as we’re only here for one day.”


  • Deborah Sawatzki, owner of Lovely Boutique in Minehead, Somerset

“I come every year and it seems a lot busier this time, and as though there’s a lot more here. I’m looking for young fashion brands andaffordable fashion shoes. Last year was definitely better for business so I’m hoping 2015 will progress from there. Customers seem to be spending more money.”


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