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Pure London preview

Buyers at Pure London will have plenty to be inspired by in autumn 10, as rich tones and bright colours dominate most categories, while feminine silhouettes continue to clash with harder details.


John Smedley 

Draping and striking silhouettes will make up John Smedley’s autumn 10 collection at Pure London, where the knitwear brand is making its debut this season. John Smedley has ticked off a rainbow of colours, from rich jewel shades to bright pastels.

Prices: £16 to £90

Directional stand: A62. Contact: 01629 534571


With a focus on architectural shapes with deconstructed details, Fullcircle autumn 10’s collection is divided into four themes. Fabric blocking in the form of matte or shine paneling and neoprene nod to a retro-inspired story, while chain mail knits, decorative metalwork, zip detailing and trial prints make up the brand’s “urban tribal” range.  Fullcircle’s “clockwork orange” story combines military and parade influences on structured suiting styles, while the last story features lacquered lace, chiffon insert knits and corsets. Neutral tones of black, grey, white and platinum, combined with khaki, midnight blue and navy are offset by flashes of plum, cobalt, teal and fuchsia.

Prices: £14 to £110

Directional stand: D37. Contact: 0208 753 0313


Luxe fabrics, including chiffons and satins, adorned with vintage prints and pretty embroidery details make up Darling’s autumn 10 collection. Fitted lace shirts with baby pleated trims, billowing sleeves on brocade coats, heavily beaded shrug cardies and fine floaty tunics are just some of the highlights. Nipped in waist dresses and a palette of warm berry tones, charcoal and pastel nudes finish off the range.

Prices: £5.50 to £35

Directional stand: B54/C53. Contact: 0207 6366868

Ruth Tarvydas

Eveningwear queen Ruth Tarvydas unveils a corsetry and layering-focused collection for next season using silks, cotton and chiffon. An electric combination of black, red, cream and pink in block colours should give enough variety to keep buyers happy – and the brand’s celebrity following including X-Factor judges Cheryl Cole and Danni Minogue.

Prices: on request

Boutique stand: G71. Contact: 00 618 9221 3348

Almost Famous

Prints are the order of the day at Almost Famous for autumn 10. An optical illusion print in Venetian red and green, cobalt blue and gold give a futuristic Victoriana feel, while a winter floral print runs through the collection tying in all the colours of the season, from fir green to shades of carmine red, regal blue, gold, grape, ochre and blush nudes. Black and white makes an appearance with hints of hot magenta.

Prices: £30 to £150.

Directional stand: C63/C69 Contact: 020 7637 2622


Bodycon style dresses, elaborate shoulder details and figure hugging leather pieces accentuate the womanly silhouette in Supertrash’s collection for next season. The brand’s signature jumpsuit returns with harem style trousers in a range of patterns and colours. Chunky knits with cable and fringe detail are teamed with jersey mini dresses.

Prices: £16 to £100

Directional stand: D51 Contact: 0161 237 9818

Lauren Vidal

Following the rock chic trend, Lauren Vidal’s autumn 10 collection is made up of tough embellishment through studs and adorned with brushed prints. Fabrics include velvet, wool, jersey and lacquered knits. Black and steel grey tones dominate the colour palette with lime green, cobalt, petrol and purple accents.

Studio stand: F38 Contact: 01234 782900

Ian Stuart London

Ian Stuart London’s autumn 10 collection is inspired by…chocolate. The occasion and evening wear brand offers short and long dresses and jacket combinations in luxurious velvets, silks, and taffeta in colours including chocolate orange, mint crisp, rum and raisin and Turkish delight. In signature Ian Stuart London style, the collection is awash with couture elements, boldly featuring large bows and accessorized with elbow length gloves and hair pieces.  

Prices: £285 to £460

Boutique stand E66. Contact: 0870 600 1349.

Young Fashion


Pretty, short dresses are the core of this collection. Details include lace fringing and pleats on shoulders, pom poms and large buttons. For an autumn collection, colours are bright - rich tones of plum, charcoal, black, navy and cream dominate, while painterly, geometric and rainbow prints dominate.

Prices: £15 to £45.

Spirit stand: A27 Contact: 0208 961 2299.


Relaxed layering and casual pieces in charcoal and plum are offset by geometric print leggings and brightly coloured tights in womenswear. In menswear, the look is either smart – with clean, simple lines – or more laundered and distressed. Utility styling is also key.

Prices: TBA

Label stand: 10 Contact: 0161 276 3901

Original Penguin

Inspiration for Original Penguin’s womenwear collection for next season is a modern taken from the mid 1950’s, with jeans worn with a tailored blouse and a rich wool blazer a signature style. Dresses and blouses accentuate the waist, coats are chunky and jackets are tailored. The colour palette consists of black, charcoal and ivory with rich jewel tones and gold metallic accents.

Prices: £20 to £78

Spirit stand: Z409 Contact: 07884 056 597


There’s a rebellious streak to Ichi’s autumn 10 collection, as worn jeans with details such as chains, skulls and faux diamonds create a biker-chic look, reinforced by a colour scheme of black, grey and dusty blue. A retro college look adds a more relaxed element to the collection with preppy blazers, stonewash jeans and collegiate badges providing an old school feel.

Prices: £15 to £55.

Spirit stand: Z515/Z519 Contact: 0045 76353615


Footwear & Accessories

Irregular Choice

Colour is key for Irregular Choice’s autumn 10 collection and every shade goes, from yellow and orange to pink and blue. Fabric combinations are also important, with chunky knit detailing and  fur featuring strongly in the collection. Irregular Choice will also be bringing its sister brand Poetic License to Pure London. Its autumn 10 collection includes decorative pumps and glamorous platforms in bright coloured leathers and suedes.

Prices: £24 to £80 (Irregular Choice); £20 to £60 (Poetic License)

Footwear stand: Fo1 Contact: 01749 677020


Emu Australia

Sheepskin boot business Emu Australia is expanding its premium 100% sheepskin footwear collection for autumn 10, which features buckles, front stitching, ties, toggles and exterior sheepskin detailing.  New this season is sheepskin lined leather riding style boots. All Emu boots feature a moulded heel cup to give a better fit and arch support in the removable and washable sheepskin insoles and a dual density sole which gives increased traction and makes Emu boots more hardwearing.

Prices: TBA

Footwear stand: F05 Contact: 08442 480216


Fiorelli’s autumn 10 collection experiments with gritty hardware, featuring studs and eyelets, juxtaposed with softer textures such as crushed velvet and quilting. There are two strong colour stories this season: classic autumnal black and brown, or an explosion of rich emerald green, sapphire red, amethyst purple and garnet red with highlights of lime green.     

Prices: £18 to £28

Stand J194 Contact: 020 8 563 2206  

Chie Mihara

Spanish based footwear designer Chie Mihara unveils a comparatively subtle collection for autumn 10, after spring 10’s 1980’s inspired range featuring lave, bows and perforations. Next season, heels are of medium height – leaving behind the industry’s obsession with vertiginous heels of the last few seasons – with a colour palette of black, navy and plum. A small bag collection supports the vintage inspired, 140-piece footwear range.

Prices: £74 to £83

Footwear stand Fo79 Contact: +34 966980415


Bronx’s autumn 10 collections serves up a muted colour palette of grey, green and taupe across a mixture of shoes and boots. A casual-inspired range, the collection nods to military and sporty influences, with a touch of fur for glamour.

Prices: Available on request

Footwear stand: Fo39 Contact: 0161 276 3901

Lola Rose

For autumn 10, Lola Rose brings together Grecian Goddess and old school Hollywood to make a strong statement of glamour. Sapphire, tomato jade and marine quartzite sit alongside muted tones of caramel agate, mink quartzite and Picasso jasper across rings and earrings. Diamond faceting is a highlight of the collection, from signature oversize rings, through multi faceted disc bangles and statement collar necklaces.

Prices: £5 to £60

Stand: J62 Contact: 0207 3720777

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