PURELY PURE
AW 19/20 TREND GUIDE 10 - 12 FEBRUARY 2019 OLYMPIA LONDON
PURE LONDON INTRODUCTION Welcome to the AW19/20 edition of the Pure London Purely Pure lookbook. We’re so excited to show you some of the most exciting designs you’ll be seeing at Pure this season, as well as introduce you to the creative brains behind the brands. Join us at Pure London, the nation’s ultimate festival of fashion, to celebrate the future trends, get an exclusive look at the latest collections and learn how you can make a difference where sustainable fashion is concerned. See you there! Emma Wilder Content Ediitor
CONTENT
COLOURS
TEXTURES
PRINTS
MAN
ROMANIA
FOCUSED COLOURS
EMME MARELLA
Pantone’s 2019 Colour of the Year, Living Coral, has set the tone for colour trends this season. The vibrant and positive hue brings us in touch with a sense of optimism and humanity, allowing for self-expression. 2019’s trends are full of colour and creativity with vibrant designs combining dissonant colours in harmonious ways to express multiple facets of mood and personality. Meanwhile, rich and earthy tones remind us of our journey towards sustainable and Earthfriendly fashion.
M5 M5 is a premium London based womenswear label with an accent on quality and tailoring. The brand’s aesthetic can easily be described as elegance with an edge. Aiming to make its customer feel unstoppable and empowered, M5’s collection features luxurious European fabrics mixed with its meticulously crafted tailoring, resulting in an original collection of stand-out pieces which not only look, but also feel premium.
BELLO EDU
BOMBAY BIRDS Bombay Birds are devoted to staying true to their high standards for quality and craftmanship. Contemporary designs meet traditional handcrafts, marked by rich colours, lush fabrics and exquisite quality. Bombay Birds is a bridge between ancient artistry and urban designs.
Bello Edu is a contemporary womenswear brand with appreciation for functionality in fashion and style. Created for a modern lifestyle, this collection offers versatile pieces in their purest forms to be incorporated in the Bello Edu woman’s daily life.
NEW TEXTURES From mix and match materials to fluid, flowing lines, textures this season are all about tactility. As fashion goes from aesthetic to experiential, we’ll be seeing soft shapes, smooth surfaces and natural materials defining garments with hand-crafted becoming the new contemporary – ruching will be a must for designers to create a ripple effect. All of this will lend a sense of retro comfort and playfulness to catwalk collections in 2019.
SAVELIEV Saveliev creates next generation pieces, taking inspiration from the people he encounters and his own way of life. Each garment holds a piece of the designer’s past, as he was taught how to create by his mother from a young age. Fabrics are handpicked and designs are moulded and developed from sketches. Saveliev is driven by sheer passion for clothing and the latest collection ranges from classic to contemporary; red carpet to street wear.
DANTE Dante, an emerging Greek menswear brand, has made it their mission to bring total metamorphosis to men’s style. Inspired, in philosophy and in name, by the Italian poet Dante Alighieri, who managed to weave the common language spoken in the streets of Italy into that of the upper social classes creating unique and timeless works of written art - much like Dante aims to do.
MCCONNELL With a strong focus on heritage and craftmanship the McConnell collection draws inspiration from time-honoured traditions. The strong colour palette echoes the landscape of their native Irish coast. Both womens and menswear share a relaxed and carefree spirit with modern proportions and contemporary detailing. Natural yarns and hand finished techniques complete the brand DNA.
KIKIRIKI Kikiriki is a fearless and edgy brand with a fashion-forward attitude dedicated to the intelligent, creative, independent and fashion-conscious woman who push life to its limits. Kirikiri believes that fashion embodies more than just clothing; it is about being true to yourself and bringing out the best in you and in others around you.
Witch & Witch is all about storytelling. Through their garments, Witch & Witch sends the message that everyone can control her own life with the “magic power” she has. Every girl is different and special and this is why Witch & Witch offers different styles: elegant, spontaneous, mysterious, cool, loud, low-key... By using highest quality materials like silk, wool and cashmere, Witch & Witch creates different styles according to different stories’ theme and scene. Each collection gives messages to children encouraging them to discover their dreams.
WITCH AND WITCH
PRINTS Florals will get a kaleidoscopic update for 2019; repeated botanical patterns with a slightly geometric feel are popular this season and will ensure this season’s summer collections are bold, bright and full of sunshine. As fashion takes inspiration from nature, animal prints will continue to be popular with an additional pop of colour for a bright take on classic patterns.
BOTANICAL SEASONS Botanical Seasons capture and combine the rich dimensions of floral photography with art, creating exclusive designs for fashion and home retail. Each and every design is created from the designer’s photography portfolio and is inspired by Royal Botanical Gardens Kew & Royal Horticultural Society Garden Wisley.
OLIVIA ANNABELLE
With an emphasis on whimsical and vintage shapes, Olivia Annabelle encapsulates the romantic spirit of dressing up in a contemporary world. Olivia Annabelle aim to make high quality pieces that have a longevity and timeless appeal that can be kept and worn forever. Taking inspiration from the nostalgia of the past, classic novels, traditions and superstitions each limited edition collection is designed with exclusive one-off prints and accessories.
MOS MOSH
Drapers Awards Womenswear Brand of the Year, MOS MOSH makes stunning clothes for women who are as beautiful inside as they are outside. Amazing fitting jeans with subtle embellishments, beautifully cut tailoring to flatter every figure, chic dresses and pretty blouses make up this season’s collection.
LUM AND CREM Lum&Crem is the new classics. They adore and believe in timeless pieces with a small touch of sophistication. All Lum & Crem clothes and accesories have been manufactured in small and local ateliers in Spain. Each piece is unique and they strongly advocate for the so-called slow fashion.
SQWEARS Glamorous, feminine and fabulous sum up the UK’s first haute-couture plus-size collection, SqWears Couture. Launching at Pure London AW19/20, the Made In England collection brings you a new statement silhouette with striking prints and sensational colours. Using the finest fabrics, sourced from all over the world, the stunning one-size fits all piece is a must-have for all occasions.
MAN From modern street style, to classic tailoring with a twist, now is an exciting time for menswear. As the market expands and the possibilities grow, the sector is enjoying more diversity than ever in terms of design and aesthetic. Soft textures, like felts and wools are holding their own in terms of this season’s styles with traditional tweeds and checks making a comeback where patterns are concerned.
AUSTIN BODD
STETSON
GUIDE
SKOPES
MARC DARCY
DANTE
SOULSTAR
DML JEANS
TRESANTI
KAM JEANS
ROMANIA
VISUAL CODE RETAIL
With more and more talent coming out of Romania, we’re excited to welcome a number of the country’s most exciting designers to Pure London AW19/20. The diverse array of mens and womenswear is eclectic and exciting, with a decidedly retro edge to many of the designs. Full of life and creativity, these are collections to watch for the coming seasons.
ARISENIA
BRISE
THOSAMODA
MUSETTE
BRAICONF
VENERA ARAPU INTERIOR DESIGN
TEN4TEEN
LUNA MORGACIOVA
SORS LAB
ESSA LIAN
PARTNERS
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