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Pure London

Ana Santi

Product categories have led the way over the past few seasons at Pure London, with first dresses holding sway before being toppled by trousers last spring.

Product categories have led the way over the past few seasons at Pure London, with first dresses holding sway before being toppled by trousers last spring. For spring 12, however, prints and colour ruled the day.

Orange, sherbet pink, sunshine yellow and bright blues and greens were seen across dresses, separates and outerwear at most brands, with the more directional labels teaming bright tops with bright bottoms. For the more commercially minded buyer, opting for coloured pieces rather than complete outfits will let you buy into the trend while lifting in-store merchandising.

Prints will also offer buyers something new for spring 12. Polka dots have moved away from the traditional print to mixed sizes and slightly distorted shapes on the same item, be it dresses, blouses, trousers or cardigans.

If spots aren’t your thing, then you have the choice of stripes for spring 12, after Prada’s standout spring 11 catwalk filtered down to the mainstream and brands delivered thick, colourful stripes across the majority of products.

Floral patterns were bold and beautiful, with big botanical blooms the order of the day. While floral prints were most commercial on dresses, it was also seen on trousers – printed trousers were a key trend at the more directional womenswear shows in Copenhagen.

Insects and birds have also made their way into spring 12’s print trend, featuring on dresses, skirts and tops, while ikat and African-inspired designs added to next season’s exotic aesthetic.

The 1970s continued to be important, as brands backed jumpsuits once again for spring 12, opting for slim silhouettes and easy tailoring.

Finally, brands continued the trend for lace, but opted for brighter colours or white, with fewer black options.

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