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Pure news

Big trends aside, there was lots more going on at Olympia.

Mina

Mina

Tree-mendous stands

There was a distinct trend for trees where Pure stands were concerned. Perhaps elaborating on the fashionable floral prints for garments, brands chose to add interest to their displays with a variety of tree-based installations, whether cardboard cut-out, real or sparkly.

Read all about it

Drapers Daily

Drapers Daily

Keeping visitors up to speed with all the Pure London goings-on was the Drapers Daily team, which produced the show’s newspaper on each of the three days. The biggest scoop was the news that Pure’s offer will expand into lingerie and loungewear from the spring 13 season.

Pure

Pure

Walk and talk

In among the packed schedule, the Drapers team took to the catwalk (talking, not walking) to present the key trends for autumn 12. Junior fashion editor Marie Davies was ably assisted by indie owners Deryane Tadd from the Dressing Room in St Albans, Sara Eresen from Harvest in Chelsea, and Sally Morgan from Kiwi in Guisborough.

That’s the Spirit

Pure Spirit

Pure Spirit

Pure’s young fashion and short-order area Spirit Young Fashion made a welcome return to Olympia and the main event for autumn 12. This section of the show was previously located at Earls Court. The move took away the stress of jumping on a shuttle bus and made for a much more cohesive show.

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