Pure London 2010 preview

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Taking place during the most lovable weekend of the world, fashion trade event Pure London will house its AW10/11 collections at London Olympia from 14th – 16th February 2010. The exhibition will present over 900 fashion brands to buyers and retailers.

Designer label Calvin Klein will be exhibiting at the Pure London show for the first time with their Autumn/Winter 2010 womenswear and accessory collections. Luxury brand John Smedley will debut with its quintessentially British brand, and New York brand Preeti Chandra will be showcasing her feminine collection for the first time featuring floaty dresses and gowns.

Charlotte Foy, Marketing Manager commented: “John Smedley are delighted to be participating at the Pure London Show. The John Smedley womenswear collection for Autumn/Winter 2010 is a superb mix of sophisticated pieces and more contemporary styles in a great colour palette of smoky darks and interesting brights. We see Pure London as a showcase for our womenswear range to appeal to a new audience of customers, as well as our existing buyers, as being the best in class when it comes to fine fully fashioned knitwear.”

After recently shooting their new campaign with young UK superstar Pixie Lott, SuperTrash will be returning with their high fashion collection. UK designer Olivia Rubin will showcase her signature prints, and Maison Scotch will return with a new home in the directional section. Also returning to Pure London after a short break will be Esprit, Noli, Lysgaard, Intown, Aftershock, Turnover, Goat and James Lakeland.

The rebranded Boutique section will display leading evening and occasion wear labels such as John Charles, Anoushka G, Ian Stuart London, Tony Bowls and Ispirato. Then last but not least, Zandra Rhodes will be launching her new handbag collection while Gracie Mae will be showcasing their latest range of luggage.

Image: Pure London SS10


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