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Allure at Pure London

Mainstream brands stood out this season with plenty of new styles on offer in Pure London’s Allure section.

Joe Browns

Having ventured into wholesale for autumn 14, the former online and catalogue retailer showed at Pure London for the second time this season. Floral tea dresses - the brand’s signature piece - come in several options, from full circle 1950s styles to strappy sundresses and neat shifts. Pared back shifts also come in pastel pinks and blues, as do cropped cardigans. The brand has about 50 UK stockists after its first season, but is looking for buyers for its first spring wholesale range.

Wholesale prices start at around £11.55 for cardigans, up to around £20 for dresses.

  • 0113 270 6655


Adrianna Papell

Adrianna Papell impressed with a metallic-themed range of occasionwear. Embellishment is a trend for the season, with beading, sequins and cut-out detailing popular. Shorter styles include 1920s-inspired beaded dresses in champagne, with wholesale prices around £60 to £80. For maxi-dresses, beading is focused on the neckline, while flowing skirts are straight cut for a sleek silhouette.

Maxi-dresses wholesale at about £121. The brand has 20 UK stockists including John Lewis and is represented by BLD Agency.


Karen Cole

Relaxed-fit dresses from Karen Cole attracted Drapers this season, with a range of options coming in lace, linen and cotton. Nautical shades of navy, pale blue and white are used for striped and spotted prints, which liven up simple silhouettes. Short and long-sleeve styles appear, as well as sundresses with thin straps or flattering shirt dresses. The label offers in-season orders and no minimums. Wholesale prices range from around £11 for T-shirts to £68 for dresses.


Marie Méro

The well-known Belgian brand has toned down its colour palette for spring 15, opting for a range of peach, pale blue and coffee tones, as well as navy, beige and all-over white. Hero pieces for the season are dresses, with shift shapes proving popular with buyers so far, and particularly longer-length styles in the UK, where cowl-neck, lace and belted options have been selling well. Sizes range from eight to 20.

Wholesale prices throughout the collection average around €50 (£39).


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