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Vol.06  Issue 06/05, 21.06.2006

Preview PURE at Olympia, London
06.- 08. August 2006

Pure is well established as the UK's main fashion event for contemporary and directional womenswear, attracting progressive buyers, who come to place orders, pick up trend information, discover brands and be inspired by the 800 womenswear brands and a floor dedicated to accessories.

Pure has hundreds of edited brands that will give buyers inspiration and fresh ideas for S/S 2007 and top ups for A/W 2006 collections also available on short order. Together with daily catwalks and trend presentations by Drapers, Pure is one of Europe's most exciting fashion events for finding on-off pieces to complement your current offer.

Explore a whole floor of Pure Accessories
Buyers can look forward to a summer of hot trading, as Pure, in Olympia, is stocking up its full range of accessories and colourful add-ons. The accessory market is increasingly popular for its real advantages of being in demand throughout the year and Pure offers an entire floor showing largely S/S 07 collections and A/W 06 collections for short order, all of which have been hand-picked to ensure only the best quality, unique and creative designs are on show.

New brands showing at Pure Accessories, well worth a look are Coccinelle from Italy, showing a large range of beautiful and rather tempting collection of handbags with matching shoes, wallets, belts, diaries and even watches providing a complete wardrobe of accessories. The design consists of the stylised ladybird associated with the brand and technical innovation of materials, keeping the brand in motion.

British brand Made, is launching at Pure with a range of jewellery produced under Fair Trade principles and marketed as such, with original designs sourced in developing African countries, before being re-worked by influential UK designers - Sam Ubhi, Olivia Morris or Beatrix Ong. The accessories have a touch of westernised element, supporting the original developing country producers using sustainable local resources - precious metals, stones and indigenous materials that are familiar to the craftsmen, creating distinctive and original jewellery, bags, belts and shoes.

STORM, renowned for its contemporary watches and stylish accessories designed for the individual, offer a range of styles from funky edginess to sleek sophistication. STORM will be showing vibrant colours using new designs driven by creative energy. New for this season is the gadgetry and gold watch collection plus the unconventional material, Tungsten, an extremely durable material with increased scratch and heat resistance featuring a beautiful steely-silver finish to last for decades.

Helen Kaminski, internationally recognized for fashion and lifestyle products, is using dominant elements such as natural materials, simplicity and wearability capturing its brand spirit of sophisticated casual living. Core to the spring/summer collection are handcrafted raffia hats and bags plus a diverse range of fabric hats and summer totes, made from a variety of natural fibres, complementing the raffia collection.

Steven Harkin will be showing a bag collection which should not be treated as a utilitarian accessory but as an object of beauty. Harkin's awareness of a handbag being an optional extra, changing the outline of a body, containing ones most private objects has inspired to a collection so finely crafted, oozing of individuality, taste and appreciation that they can easily be placed on the mantle piece or a bookshelf to be admired in full.

Petra Meiren will be showing jewellery perfect for a night out with a mixed of déjà vu from Star Trek, Twiggy and Parco Rabanne, using pure eye catching pieces of metal, PVC, polyester, bronze and Swarovski crystals.

LOOP from USA is another newcomer to Pure, showing fun, feminine bags allowing New York's changing rhythms to influence their design, delivering new limited styles every 3-4 months. This bohemian range of bags has been spotted on the shoulders of Charlotte Church, Paris Hilton and Britney Spears.

Emmerson, Ellebury, Onna Erhlich, Italica of Italy, Babylon Sisters, Map, My mothball, Noodoll, Flying Hearts, Call Me La Darling, Top Design, Louise Hempleman, Kudiba, Gecko, Modern Tribal and neesh are among the many new accessory brands showing accessories at Pure, giving invaluable trend inspiration and insight to S/S 2007.

Gabriela Castro Ladies Footwear has a divine range of shoes, sandals and matching handbags from Argentina, using the best of leather, featuring fresh colours and details making this collection a very attractive high-end brand not to be missed.

Footwear brands providing this season's must-have pumps, wedges and platforms is Rocket Dog ensuring your feet look cute or comfortable with enough styles to match anyone's wardrobe offering feminine colours, patterns and sparkle.

French Sole emphasises the stylish flat look and is the brand behind the legendary ballerina's adored by all city girls on the go with new colours and patterns introduced to make you shine this summer.

Fly London is returning with a new creative collection of original fashion shoes using traditional construction techniques, in line with the brand's strong identity. The many colourful ranges are all designed to meet the needs of youth for fashion, comfort and style, taking its influences from youth culture and a fusion of music and street fashion.

Salvador Sapena, also returns due to popular demand, delivering Spain's best known romantic shoes for women combining creative design with comfort and functionality, a winning harmonious recipe for shoes, which are now available across 20 countries.

Pure Spirit - Hot fashion talents
An eclectic mix of young creative brands and contemporary designs combined at Pure this August will give retailers the freshest selection of new creative talents, launched brands and returning favourites for S/S 07 and A/W 06 top ups for short order.

A blend of innovative British and international cutting edge brands and street couture add to the largest ever line up in Pure Spirit. Offering an injection of energy and the latest creative talent, the Spirit section at Pure will expand into the National Hall.

A selection of intriguing young brands to look out for include:
Pyrus showing innovative shapes and unique detailed pieces; Meghan Fabulous from USA showing a modern, LA sense of style and fashion; Marimekko's from Finland offering ready-to-wear for all occasions created by multiple young designers; Sonia Fortuna from Italy, showing an eye-catching contemporary collection with a fashion-forward European flair, plus other new brands include : Mireia Bisbe, Miss B, Alexis, Maria Coca, nationalite DADA, Icone Studio, Art, Bony Paris, Terminal One, Boy London, Innocence, Zett, and Tashia London.
Burn N Violet with a unique feminine collection of casual womenswear with ethnic and rock influences; Duck and Cover with distinctive anti-clone styling; 10 Feet with urban, cosmopolitan, dynamic and original designs; and Kast launching an exciting collection at Pure. Plus you can look out for Religion bringing girly prints and feminine shapes toughened up with a sombre colour palette; and Fever with innovative, timeless yet contemporary collections with a quirky twist; as well as other captivating designs from Chilli Pepper; Hunters + Gatherers; from marissa v; Looking Glass; Lulu & Red; Mavi; CéCi Tokyo; LTB by Little Big; Urban By Pink Soda; mbyM.
Spanish designer Isabel de Pedro returns with her slick feminine silhouettes of urban African motifs and prints; Pennyblack from Italy with a 20's and 50's inspired collection; and Ruth Tarvydas from Australia returns with her new brand Ruthless.

Buyers look to double their spend on short order
Independent research by Fusion Communications conducted in March 2006 amongst buyers at Pure in February 2006 showed that over the next year they will be looking to spend almost double on trans-seasonal and short order buying rather than forward order.

It is the progressive retailers stocking younger labels in particular who favour short order, and seek fresh individual fashion keeping them upbeat with the high street. Buyers are also looking for greater choice of quality brands they can buy on short order or in season. Emily Pressler from Emily Kate in Lancashire commented: "We will continue to do forward order buying, but are aiming to invest more in short order. The market is quiet and short order is easier to manage although buying is stressful as it is hard to find". Julie Sheedon from Guilty in Design in Edinburgh agreed saying, "short order responds better to the current trends, changing the concept of buying within the industry. There is certainly room for growth as many don't want the cheap and horrible but a broader choice of good quality".

Anticipating industry demand Pure is further increasing its offer, with more than 75% of its exhibitors stocking short order, whilst keeping its strict policy of quality collections from young creative brands through to more sophisticated directional lines.

85% of buyers came to Pure in order to source new brands and in February spent a third more budget than the previous year, and 60% picked up valuable trend Information at the show.

Further information :
Key Buyers Place Orders at Pure

To the Fashion Fair Calendar 2006
Links to Fair Organizers