Pure London, the UK’s largest festival of fashion, is set to take place from 16th-18th July 2023 at Olympia London, with a lineup of brands and designers that promise to inspire.
The event is renowned globally as the most dynamic, trend-led and comprehensive fashion trade show, with an exciting mix of returning and new designers, including some who have chosen Pure London as their launch pad to the market.
Eno Eco, the first brand of its kind to enter the fashion sphere, will be launching in Pure London's Sustainable destination. The forward-thinking brand offers stylish, sustainable bras and swimwear for single-breasted people following a single mastectomy, promoting choice and self-acceptance through creative and beautiful designs that perfectly fit. Another exciting new brand to watch is Yuiga-Dokson, joining the dynamic POP destination. The Japanese-born brand draws on Buddhist philosophies and blends graphic illustration with metropolitan and natural inspirations.
The Womenswear destination will showcase both returning established brands and exciting new designers. Celebrated brand Vilagallo is focused on creating wearable collections identified by vibrant colours, patterned silks and originality. Each collection is designed in Madrid in Spain and Piacenza in Italy and has a limited number of unique and unrepeatable fashion pieces. French ready-to-wear brand La Fée Maraboutée draws its creativity from nature, travel and mixing cultures. Feminine styles come in natural and warm colour palettes with complimenting fabrics and textures. Contemporary Greek fashion brand Access Fashion, pioneers of Greece’s quintessential islander to urban style, will return to Pure London with a curated mix of effortless essentials and statement occasion pieces, each crafted with luxurious sensibilities.
New to Pure London is functional, attractive brand Wear Evelin, which is yet to launch but is already dialing-up anticipation with sneak peak campaigns on their website and Instagram. Coocu Resort will also make its debut this season with a Greek-designed collection focusing on natural fabrics such as comfortable cotton, cool linen, and airy silk. Sandy Tzatzou designs are nostalgic, exploring femininity and romance through beautiful lace and embroideries, with elegance and joy as the signatures of this refined collection.
Driven by inclusivity, innovation and diversity, newly created POP will showcase a diverse selection of streetwear, alternative, gender-neutral collections, vintage labels, festival fits and tech-infused pieces. Jean experts Lusty Chic, a super-sleek, one-stop jeans store with always chic designs that range from casual to sophisticated, will showcase for the first time. Inspired by social media, pop culture and influencer style, Glamorous returns to Pure London with a collection for girls who aren’t afraid to make and break the fashion rules, defined by innovative fabrics, exciting prints and beautiful silhouettes.
In addition to all this, jewellery , accessories and shoes section have some innovative collections to show.
