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Pure: Drapers' day one round up

Womenswear trade show Pure London got off to a flying start yesterday with brands drawing in the crowds as they showcased their spring 13 looks.

Reporting live from the show at Olympia the Drapers team highlighted some of the newest brands and hottest collections.

Australian brand Banana Blue made its trade show debut this season at Pure, marking its launch in the UK market. Negarin too made its UK debut at Pure with its second collection mixing inspirations from the 1930s and 1960s with a sleek and modern finish.

As part of the seminar schedule, Start London owner Brix Smith Start took to the stage with Drapers fashion director Ian Wright to discuss everything from her top trends for spring 13 - camouflage on soft knitwear and luxe hippy love beads – to taking less risk with higher priced products.

Wright also selected his key spring 13 trends, picking out pared back tribal, brave brights and casual sportswear as his top tips for next summer.

As part of a shake up the show featured a new kidswear section, Pure Junior, which showcased brands such as Pepe, Firetrap, Yumi and Uttam. Exhibiting at Pure for the first time this season Swedish kidswear brand More Stories told Drapers it was on the hunt for UK stockists.

Lingerie brands including Ultimo, Chantal Thomas and Velda Lauder Corsetiere were also among the names to make their Pure London debut, as part of the womenswear tradeshow’s new Pure Body section.

Day two is set to be another packed day, with a young fashion catwalk this morning, techniques and tactics for engaging with customers on social media at the Social Media for Business seminar and a trend forecast by WGSN this afternoon.

For further coverage on Pure click here.

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