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Pure launches kidswear section

Pure London is launching a special section dedicated to childrenswear this year.

Brands such as Yumi Girls, Uttam Kids, Pepe Jeans London Kids, Junior Crew, More Stories and Kite Kids will display their latest collection in the section, located in the Spirit Young Fashion Hall.

Event director Sarah Lawrence said: “Research carried out among Pure London visitors showed there was a need for trend-led childrenswear brands, especially those that target the early teen market. A lot of our brands selling fast fashion in Spirit Young Fashion extend into this market.”

Yumi Girls is a twist on their mainline collection, aimed at 5-14 year olds. Uttam Kids will sit alongside Yumi, featuring a collection of highly embellished, individually designed pieces for 3-10 year olds.

Ethical fashion brand Kite Kids will be showcasing its Paradise Collection, for girls aged 2-11, alongside its boys’ collection Port and Starboard.

Pepe Jeans London Kids will offer party wear for children across a range of styles, while More Stories’ key pieces include a dotty rain mac, cotton shorts and quirky playsuits.

Junior Crew, a new collection from Crew Clothing, is designed for 4-11 year olds. 

The event runs from August 19-21, at west London’s Olympia.

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