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Pure London preview

Expanded across two sites, the new-look Pure London and Pure Spirit will host new brands and old favourites.

Pure London has expanded the floorspace for the main, contemporary womenswear and accessories offer for its next edition on February 13-15, 2011, and moved its young fashion spin-off, Pure Spirit. The floorplan in London’s Olympia has been reconfigured, making room for new brands and several labels that have been absent for a few seasons. It has also doubled the area for Pure Premium. Meanwhile, Pure Spirit has been co-located with its menswear and accessories equivalent, Stitch, in Earls Court, creating a one-stop young fashion event. Pure Spirit will host more than 350 fast-fashion and forward-order brands in two sections: She for womenswear, and Label for unisex lifestyle brands.

Selected Femme

For autumn 11 Selected Femme draws inspiration from 1960s New York, mixing understated greys, sludgy mélange tones and black with autumnal reds, browns and greens. Cool leather is combined with tailored fabrics and lightweight tops.

Wholesale prices: £5 to £95

Stand: Directional D28/E27

Contact: 01763 846080

Anoushka G

Draping is a staple feature of this occasionwear collection, which offers full and knee-length dresses in jersey and silk chiffons. Hidden support structures ensure product is flattering, while asymmetric cuts and embellishments add interest. Colours for autumn 11 include metallics, ruby and fuchsia.

Wholesale: £95 to £260

Stand: Boutique Q76

Contact: 020 7432 7656


Goat has added to its core knitwear offer of luxurious knitted coats and jackets by expanding its range of dresses and tailored separates. In classic crêpe and wool flannel, key tones include old rose and nude highlighted with jade and tomato red.

Wholesale prices: £50 to £140

Stand: Directional C16

Contact: 020 7487 3401

Issey Miyake Cauliflower

Issey Miyake’s diffusion brand offers casual separates that employ technical fabric treatments. Pleated T-shirts and shrink-treated cotton shirts are a staple of the one-size-fits-all collection.

Wholesale prices: £30 to £130

Stand: Pure Premium B5/B7

Contact: 020 7201 0000


This vintage-inspired brand offers dramatically structured coats, ethereal dresses with chiffon detailing, and richly textured winter knitwear. Tailored tweed suiting features, chiming with the heritage trend, while necklace-shaped necklines and one-shouldered jersey dresses are used on office-to-evening wear. The palette is inspired by autumnal tones of fern, bracken, moss, heather and sky blue.

Wholesale prices: £2.30 to £44

Stand: Directional C38/D47

Contact: 020 7636 6326

Olivia Rubin

This print-focused brand has added knitwear for autumn 11, including jumpers and jumper dresses. Generally, silhouettes are more demure. A multicoloured leopard print and Rubin’s signature brick print feature on a variety of fabrics, in a dark palette with accents of purple, camel, orange and candy pink.

Wholesale prices: £30 to £90

Stand: Directional Q29

Contact: 020 7491 1430

Day Birger et Mikkelsen

This month’s edition of Pure Premium will mark Day Birger et Mikkelsen’s debut at the show, and the launch of its younger-skewing sub-brand, 2nd Day (pictured). The mainline collection mixes references to men’s tailoring with feminine flourishes such as beading and vintage lace across shoulders and necklines. As revealed by Drapers last month, 2nd Day is a contemporary range with a more bohemian feel. Sculptured silhouettes with feminine detailing sit alongside jeans, jersey and leather.

Wholesale prices: £25 to £300

Stand: Pure Premium C10/D9

Contact: 020 7432 8088


Launching at Pure London, Uldahl’s range is based around the colours of nature. Chunky knits with chenille finishes and embellishments are key. Colours such as mocha, sand, dusty blue and muted olive green are highlighted with splashes of lime, while sophisticated black and grey tones offer a sharper edge. Key fabrics include leathers, woven leathers, pure cottons and washed denims with wool incorporated.

Wholesale prices: £18 to £99

Stand: Studio S50

Contact: 01234 782900


British lifestyle brand Joules has introduced performance detailing across its autumn 11 collection, while keeping its quirky looks and classic fabrics. Its workwear range comes in oversized boxy shapes and mixes matt and shiny textures on features such as shower-proof pockets. Tweeds and vintage linings are mixed with quirky duck prints and hand-knits.

Wholesale prices: £4 to £86

Stand: Directional Q28

Contact: 01858 435255

Fenn Wright Manson

A new outerwear range in sheepskin and leather is key for Fenn Wright Manson, which has a more contemporary feel than in recent seasons. Draping and twist details feature on feminine dresses and luxurious knits, which come in a cool colour palette. There is also a focus on accessories and a new petite range.

Wholesale prices: £10 to £200

Stand: Directional G30/M29

Contact: 020 7462 0390

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