Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

On the stand with...

Nadia Moraes, Director of womenswear  brand Darling and Emma Parker, Company director at lingerie brand Playful Promises.

Nadia Moraes, Director of womenswear  brand Darling

One of the pieces that has done really well [so far this season] is the blossom-print dress; it’s our own print and practically every order we’ve taken has got the print dress on it. We’re really focusing on being a lot more creative with the prints this season.

We’ve also been mixing textures, for example having knits with woven fabrics or silk.

The collection has grown by about 20 pieces. We’ve got about 120 styles delivered over three drops, so there’s lots of newness coming in throughout the season and also, financially, it helps as [buyers] haven’t got a big lump sum coming out at one time. 

We’ve looked at prices and have separated the collection into three levels: entry, mid and high. We’ve launched accessories for autumn with vintage purses and handbags.

For us, Pure London is home so we really invest a lot in the stand and the look of it. We’re optimistic about the year ahead, but realistic as well. There’s a definite sense of caution but we have our followers and are optimistic.

Emma Parker, Company director at lingerie brand Playful Promises

We’re a lingerie brand but this season we’ll be showing our first-ever womenswear collection at Pure London. It’s a capsule collection of chiffon blouses, silk shirts, pencil skirts and kimono jackets, and is retro-inspired and best matched with Playful Promises lingerie.

We’ll also be showing our flirty lingerie, swimwear, corsets and gifting pants, which will be the ideal addition for any retailer looking for something special and unique.

The autumn 12 collection, Anatomy of a Heart, is submerged in crimson reds, majestic mauves and the blackest of blacks.

New categories include our ouvert brief  – a black, high-waisted brief with mesh panels and  removeable suspender belt straps.

The collection has really grown since last season. I felt inspired while working on the new collection and new lines were added day by day. Customers have been demanding more of our flirty lingerie, so we were keen to introduce new pieces and also rework classics.

The response to the collection so far has been overwhelming.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.