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Pure Spring 15 Preview: Brands to Watch

With more space for footwear and emerging talent, the spring 15 edition is the biggest yet.

Lashes of London

Inspired by the American high school prom, Lashes of London incorporates fresh-looking pieces into its spring 15 range. These include midi skirts, crop tops, fringed shift dresses, jacquard matching sets in pink or green and metallic laser-cut T-shirts. Elsewhere, fun fabrics include PU leather in quilted heart patterns, sequins, woven hologram lamés and foils to create a youthful vibe inspired by Instagram. Lashes will also show its short-order Christmas collection, including party pieces such as sequined jumpsuits, strapless dresses and a matching velvet top and skirt set with sheer detail.

Wholesale prices range from £10.70 for T-shirts to £25 for party dresses.


Femininity with a sporty twist is the theme for spring 15 at InWear, with relaxed silhouettes in soft silks, viscose and lightweight jersey. Standout items include dresses in shorter draped styles or maxi lengths. Skirts are longer, in slim pencil or skater styles, and trousers come in a new wide leg or as a culotte. Jackets include a collarless wrap design and a dusty pink suede biker. Suiting in blue tones is particularly strong, such as a navy suit with hand-drawn white stripes. Brush strokes are a new print story, as are cherry blossoms.

Wholesale prices range from £9 for T-shirts to £41 for jackets.

Cecille London

This British label is launching its first wholesale range at Pure, having branched out from selling through its own online store. The feminine range encompasses lightweight summer dresses with transparent details, midi skirts and evening dresses with laser-cut details. Silk and lace are the main fabrics, while colours include pastels and more vibrant shades such as yellow and purple.

Wholesale prices range from £20 for tops to between £50 and £70 for dresses and jackets.

Cara London

The summer boot in easy-to-wear options is the hero item for Cara London. The lace-up desert boot, called the Paco, is available in metallic grey, taupe and leopard print, while the Evolve pull-on boot, with a wood-effect heel, comes in metallic champagne. Slip-ons, one of the big trends for spring 15, are also present: the Molo features snake-embossed leather with thick white soles. Italian leather, suede and ponyskin are the main materials, and oversized jewels are used on items including sandals.

Wholesale prices range from £30 for sandals to £45 for boots.

Ilse Jacobsen Hornbaek

Simple and feminine are the key words for this Danish label. Swimwear is being introduced for spring 15, including swimsuits, bikinis and sarongs in a colour co-ordinated mix of solids and prints such as snakeskin, flowers and mosaic tiles. Kaftans and shirts in transparent and printed fabrics take centre stage, alongside simple dresses, loose-fit trousers and cardigans. Functional summer jackets are down-filled or quilted, while trench coats have been introduced with matching rain hats. A lightweight mesh-lined jacket comes with an optional drawstring waist. In footwear the emphasis is on comfort and minimalistic design - wedges in canvas or suede and espadrilles in natural shades or animal print.

Wholesale prices range from £11 for a top to £35 for rain boots.

Fashion Planet

Launching at Pure, Fashion Planet is designed and manufactured in London. The first collection, autumn 14, is being shown this season as the brand is starting with short order, but expects to also offer forward order from January. The range comprises a mix of fabrics, including lace, PU leather, jersey and neoprene across separates, as well as more directional pieces including a cut-out jumpsuit. Tartan will be a key print for the season.

Wholesale prices range from £9 for tops to £25 for jackets.

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Lily & Me

Soft and simple shapes dominate the range from dress label Lily & Me, with prints inspired by nature such as hand-drawn blossoms, leaves and fruits. Predicted bestsellers are a cotton sateen sun dress with a full skirt, a lace-trim dress also with a full skirt and a belted tea dress featuring a lily print. Other major dress styles are made from woven cotton, cotton sateen or viscose and cotton jersey, with chambray also introduced. Separates include
linen cropped cardigans and border-printed skirts.

Wholesale prices range from £9 for a T-shirt to £18 for a maxi dress.

Charli London

The latest collection from Charli London is designed to be easy to layer, with a focus on touch and comfort. Predicted bestsellers include a midi dress with a tulip silhouette, a long-sleeved hi-lo hem oversized top, chunky knits and cropped silk T-shirts. Pure linen is introduced with stretch throughout the range, including solid and mélange colours as well as stripes, and pure cashmere is introduced in oversized silhouettes. Colours centre on neutrals, while metallics such as titanium and silver are paired with earthy greens and brights like tangerine and fuchsia.

Wholesale prices from £12 for jersey essentials like basic vests to £65 for knits.

Brave Soul

Exhibiting at Pure for the first time, Brave Soul takes on two main themes for spring 15: Miami Misfits and Vintage Jungle. The first sees 1980s retro prints like Miami hotel signs and a palette of pastels such as pink and yellow across co-ordinated pieces, including cropped T-shirts and skirts. Flamingo- and pineapple-print stories catch the eye, particularly when paired with youthful items such as cycling shorts. Vintage Jungle encompasses palm tree and tropical prints on shirt playsuits and button-through camisoles with matching culottes.

Wholesale prices range from £5 for a T-shirt to £40 for a jacket.

Sugarhill Boutique

With two themes for the season, Sugarhill Boutique offers plenty of options. The first, a French Riviera style, features pleather midi skirts, polka-dot palazzo trousers and fit-and-flare dresses. The dominant colours include navy, red and white. The second, more relaxed theme takes inspiration from nature, with prints including dogs, birds and cherries. Pastel colours and monochrome feature across smock, drop-waist and tea dresses. Around five knitwear options are offered with various sleeve lengths for more transitional pieces.

Wholesale prices range from £11.45 for tops to £23.20 for a maxi dress with a mark-up of 2.8.

Essential Information
Pure London takes place on August 3-5 at London Olympia and you can visit the Drapers team on stand N05. Find out more at

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