Vol.06 Issue 06/05, 21.06.2006
Text sourcing : pure.
Preview PURE at Olympia, London
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
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
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:
Buyers look to double their spend on short 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 :
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