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Pure London Preview

Our pick of the labels to watch ahead of next month’s womenswear show at Olympia and Earls Court 2.

Nancy Dee

In addition to its range of day-to-night jersey, ethical label Nancy Dee has expanded its collection to include woven separates for spring 12. Split into three capsule collections that encapsulate a mix of bohemia and sophistication, the range is inspired by classic 1970s shapes with maxi dresses, bell-sleeved mini dresses and palazzo pants in soft jersey, utilising Nancy Dee’s signature retro prints and disco colours such as electric blue, melon red and indigo.

Wholesale prices: £15 to £45

Stand: Directional G35

Contact: 020 7183 3658

Olivia Rubin

Daffodil yellows and hot fuchsias, together with an array of floral and animal prints, make up Olivia Rubin’s spring 12 collection. Metallic linens, striped cottons, silk prints and brushed gold studs stand out among fabrications and embellishment. Knitwear focuses on lightweight jumpers and tops. The brand has introduced new beachwear styles such as maxi dresses and printed kaftans.

Wholesale prices: £30 to £80

Stand: Directional E30

Contact: 020 7491 1430

Very by vero moda

The Very by Vero Moda spring 12 collection comprises about 40 styles covering all product categories: dresses, tops, trousers, blazers, leather and suede. Sophisticated daywear includes draped silk blouses, cool blazers and skinny jeans, while eveningwear is punctuated with cropped jackets and party dresses. Fabrics include silk, cupro, Tencel, wool, cashmere, leather and suede.

Wholesale prices: £4 to £20

Stand: Directional E23

Contact: 01763 846080

Fenn Wright Manson

Themes for spring 12 at Fenn Wright Manson include Modernist Resort, a clean modern range with the emphasis on separates, and Lux Safari, which centres on easy dressing and 1970s silhouettes. Colours range from deep blues through to peacock hues, reds, corals and pinks, paired with black or neutrals. Silhouettes include shirt dresses, asymmetric shapes, tunic dresses, knit dresses, drop sleeves, grown-on sleeves and full skirts.

Wholesale prices: £15 to £108

Stand: Directional G30 to M29

Contact: 020 7323 4821

Anoushka G

The eveningwear brand has launched capsule collections under the Anoushka G Diamond and Anoushka G Vintage labels to coincide with its 10th anniversary. Anoushka G Diamond features six top-end dresses, while Anoushka G Vintage revisits the archives to bring back a selection of styles from the brand’s debut collection. Lace is the key fabric for the season.

Wholesale prices: £75 to £165

Stand: Boutique Q76

Contact: 020 7432 7656

La Femme

La Femme’s spring 12 collection consists of flowing chiffon gowns with intricate beading, sequined dresses and striking mermaid silhouettes. Cocktail and high-low dresses are also a trend to watch out for. Colours range from brights through to a variety of pinks.

Wholesale prices: $109 to $299 (£68 to £185)

Stand: Boutique N84 to P87

Contact: 00 1 213 747 1627


Vintage silhouettes transport this collection to old England, where the colour palette is a garden of autumnal leaves, moss and night blue, brightened by berry red and golden yellow. Tailored tweed suiting and rich winter florals are both important while dramatically structured, sculpted coats, ethereal dresses decorated with chiffon detailing and richly textured winter knitwear are the mainstays. Necklace-shaped design details on tunic dresses and one-shoulder jersey pieces adorned with autumn leaves are pieces to look out for.

Wholesale prices: £16 to £60

Stand: Directional C48 to D37

Contact: 020 7636 6326


Darling’s collection has voluminous skirts and full and fitted trousers with nipped-in waists. Key trends are lace, cut-out fabrics, pleats and prints from a palette of dusty rose, soft nudes and shadow blues, accented with warm mustards, corals and dark orchid. Standout pieces include floating pleat skirts and dresses, and a dress with a bead-embellished front.

Wholesale prices: £15 to £45

Stand: Directional B38 to C37

Contact: 020 7636 6868

Pure Spirit


A range of key trends from flora and fauna-inspired prints to retro styling are on offer in Yumi’s spring 12 collection. The season’s key colours include mint green and coral, juxtaposed with sharper navy blues and reds. Key looks are inspired by a nostalgic nod to the jet-set from the golden age of travelling, combining classic and key shapes, all featuring signature quirky Yumi prints.

Wholesale prices: £7 to £30

Stand: Spirit SP701

Contact: 07721 842456

Pepe jeans London

The prim and ladylike 1950s through to the tousle-haired and carefree 1970s influence Pepe Jeans London’s spring 12 womenswear collection. Meanwhile, the men’s collection looks to outdoor life for inspiration, taking its lead from the functional clothing associated with the US’s great outdoors to the sun-kissed West Coast surf scene.

Wholesale prices: £16 to £85

Stand: Spirit SP657

Contact: 020 7313 3800

By Jam

Spring 12 at By Jam is inspired by the 1970s, with tassels and braids, flared sleeves and long skirts worn with chunky knits. Smouldering colours such as deep purples, navy and shades of grey anchor the palette in a collection themed as ‘a winter in the English country’. Fabrics include herringbone and wool meltons, canvas and thick-knit jerseys.

Outerwear is strong – coats with fur-lined hoods and waterproof macs with sheared waists and ditsy floral lining are standout pieces.

Wholesale prices: £12.50 to £45

Stand: Spirit SP210

Contact: 020 7515 8300


Autumn 11 at Tofu is inspired by 1960s chic and the French beatnik scene. Pastel pinks and peaches are injected into black, and a zap of orange, pink and lilac. Audrey Hepburn also provides glamorous inspiration. Fur-trimmed trenches, cape jackets, checked baby dolls and silk and organza dresses catch the eye.

Wholesale prices: £22 to £70

Stand: Spirit SP404

Contact: 020 7749 6950

Footwear & accessories

Beyond Skin

Incorporating its unique trademark prints, the Beyond Skin collection consists of a strong selection of retro styles with an emphasis on block heels and platforms plus elegant wedges. Contrasting textured fabrics and delicate uppers make for a vintage feel while colours stretch from pastels through to brights.

Wholesale prices: £49 to £79

Stand: Design Led FO340

Contact: 01273 778837


The Cork range features suede, canvas, and varnished or waxed leather. The Wood line offers sandals and clogs of different heel heights and colours, from stone, light pink and taupe to coral. Pony skin styles stand out.

Wholesale prices: £18 to £60

Stand: Trend Led FO217

Contact: 0161 6382451


Sparkling jewels and fresh summer colours infuse Holster’s ‘beach to bar’ collection. The palette for spring 12 revisits spring 11’s best-selling neutral colourways such as silver and smoke, while new shades include champagne, honeysuckle pink, navy, graphite grey and lilac. Swarovski crystal-embellished sandals are key.

Wholesale prices: £10 to £25

Stand: Trend Led KFO105

Contact: 01428 654341

Zandra Rhodes

August 2011 sees iconic British fashion designer Zandra Rhodes launch her range of vintage-inspired jewellery in collaboration with jewellery brand Adele Marie. The collection consists of chunky bangles, bold necklaces and hoop earrings.

Wholesales prices: £10 to £33

Stand: Accessories J29

Contact: 020 8440 1687

Susannagh Grogan

These 100% silk scarves are hand-finished and printed in Italy. Themes include luxury explorer, geometrics floral and jungle. Colours include coral, blues, greens, raspberry, tangerine, and black and white.

Wholesale prices: £50 to £80

Stand: Accessories J71

Contact: 020 7183 9768

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