Pure London 2018 – review

Today was a fantastic day when I visited PURE London at the Kensington Olympia exhibition space with my colleague and students and got really inspired.

At Pure, buyers can hunt for the latest AW 2018/19 trends to stock in stores from hundreds of amazing brands. New this year is “Pure Origin” where the supply chain is vertically integrated in the venue and manufacturers and suppliers show what they can do for brands.

The upcoming trends which struck me this year were retro-styled coats, feminine silhouette jackets and floral patterns everywhere. I took the opportunity to pose at the selfie wall which I needed to improve a bit, to represent the “fairer” sex!

See below for the things that impressed me at the show and a video of their catwalk.

Endless choice of stands to visit in the giant venue…

Louche quilted sweat with appliqué… What’s remarkable about this brand is it’s place or origin and manufacture: This is actually designed and made in London. A very rare find in this fast-paced and competitive market where nearly all production is outsourced to cheaper labour countries.

A bit of DIY to represent….

Dressed for the occasion (?) in my vintage Kansai Yamamoto sweater, Stefanel camouflage trousers and UGG boots.

Ultra-feminine brand Emilyandfin had a beautiful exhibition space with “Ekibana” – styled flowers and checkerboard flooring.

My absolute new favourite must be “Collectif” a brand specializing in vintage-looking clothing. An absolute delight!

Having used original retro patterns from the Vintage Pattern Lending Library – a resource I can honestly recommend to any vintage aficionado and designer – I understand what goes into the pattern making and construction of a garment which recreates past shapes when I made 1940s inspired garments. The patterns are tricky at times but ultimately flatter the feminine figure and can be anything from elegant to playful to glamorous.

Above the handbag and the coat below are both from Collectif.

Again, very retro-style, reminiscent of 1920s flapper-style and silent-film glamour – by Camelot.

Here some highlights of this year’s catwalk show:


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