Pure London celebrates a successful day one for A Life Less Ordinary

Pure London will head into its second day with buyers and exhibitors praising the creativity and individuality of the Spring Summer edition of the show.
Visitors and exhibitors embraced  A  Life Less  Ordinary; the new theme this season, which is part of a progressive plan for newness – the focus point for Pure London. Presented against a display of bright tropical prints and a backdrop of carnival inspired artwork, the high energy and positive atmosphere was brought to life with an eye-catching flash mob of Brazilian dancers and Samba music which played throughout.

Pure London Day 1 (1)

Trade associations from South Africa, Peru, Korea, France, Turkey, Spain, Portugal, Romania and Italy, brought new and exciting brands to Pure London whilst Pure Menswear returned for a second season with a display of British and European brands including Bench, Ben Sherman, Dami Shoes, Soul Fetish, Cheap Monday and many more. “This is the first time we have exhibited menswear, the show feels focused and the mix of brands here is really great to see. It is a trade show where we can actually write orders! Pure London is a one-stop-show, it is really important for us to be situated with the bigger brands.” commented Jonathan Kenyon, UK Sales Manager from Bench.

WGSN’s Sara Maggioni presented the Womenswear trends for Spring Summer 17. Maggioni urged visitors to invest in key items including the lightweight wind-breaker jacket, pinafore slips, crisp white shirt dresses, palazzo pants with side slits, belted blouses and the souvenir jacket – including SS16’s favourite, the bomber. A colour palette of soft pinks and neutral tones amongst pacific blue, warm orange, golden yellow and organic greens are key tones for buyers to look out for. Pattern and prints include floral, digital tropics, humble stripes in white, blue and grey combinations as well as colourful mixed stripes. Tomorrow, 25 July, Maggioni will present the Menswear trends for Spring Summer 17.


Day one finished with an exhibitor evening hosted by Julie Driscoll, Portfolio Director for Pure London and Visual Merchandising expert, Stephen Hall to present the Display Awards. The winners were awarded for their creative, unique and inspiring stand displays. The Best Emerging Brand had two winners; Zena Presley and DR. Zena Presley, Designer of the brand commented “It’s such an honour to win! I would like to thank Pure London, I am very proud to be here”.


Creative Director of DR, Dahlia Razzoor commented “I feel great about winning, I did not expect it! I have worked so hard on the collection; this has really lifted my spirits.”
Alex Copelli was awarded Best Footwear and Accessories stand while Braintree took home the award for Best Womenswear stand, “This is a huge surprise, it is so nice to be recognised!” commented John Snare, Managing Director.
The Best Menswear stand, which was praised for its theatrical and eye-catching display, went to Triumph & Disaster. Phil Ashton, Sales and Marketing Director, commented “This is our first Pure London and we are very surprised to have won, we are extremely happy to be here.”


The Best Retail Solutions stand went to Embacollage for their premium and stylish set up. “We are really happy! It is nice to know that everything we presented was clear and true to the brand.” Commented Jorn Vesterqaard, CEO of Embacollage.

The award for Judges Choice commended for being aspirational and a complete store experience, went to Access. Scott Bonnes, Manager, commented “I have written so many orders today, I am speechless! This is our second time at Pure London and we are delighted to win the award.”

To view the highlights from today’s show visit, the show will be open until Tuesday 26 July.


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