PURE LONDON 2010
Yesterday, I attended the last day of Pure London an event that takes place biannually at Olympia London. It and is the UK's leading trade fashion event for sourcing womenswear, young creative fashion for men and women, accessories and footwear brands and I was there to spot new talent and to see who was doing something that was interesting and freshest on the fashion scene. Unfortunately yesterday it finished early, but I was able to visit a good number of stands and watched both the Pure & Spirit shows.
I really like London label Olivia Rubin who's AW/10 Collection was on preview at the exhibition along with her new T-shirt range. Olivia Rubin is a contemporary womenswear brand which combines unique vibrant prints, bold colour and slick silhouettes and her designs are always fresh and fashion forward. Her collection was one of the one's that really stood out at the exhibition and I loved almost all the pieces that were on show. I also got to meet Olivia herself and enjoyed chatting with her about her collection; the Central St.Martin's graduate looked absolutely gorgeous in her own pieces (pictured below).
German label NOR also had some fabulous clothing with ruffled pleat detail and with each piece with it own unique design.
Chic Parisian label Rayure specializes in fabulous stretch tops and cotton shirts and I loved their monochrome creations. What I appreciated most about Rayures collection was that each piece was classy, modern and edgey and at the same time could be worn casually or paired with jeans or dressed up with a long skirt to black tie events. It had alot of staple pieces to pick from and a unique lasting luxury quality. From luxurious ruffles to sharp collars and legendary necklines, Rayure's collection suits women between sizes 8 to 18 and best part about their fabric are that they are machine washable so you don't have to worry about a garment that will keep costing you after being purchased. Key qualities that I picked out of this collection was that it is glamorous and practical.
Australian label Ruth Tarvydas is well know for creating amazing pieces that are exciting and always ahead of the trends. So, when I found out they had a stand at Pure London; I just had to drop by and see their range up-close. There was a lovely selection of evening gowns in various shades, styles and lengths. I felt like a child in a candy store as I was surrounded by so many fabulous dresses; it was hard to pick only one piece from the range as they were all very striking, stand-out pieces; each with a unique, individual quality and purpose. The dresses were glamorous, edgy and sexy and I was delighted to see a couple of pieces on a life model they had there with them who looked absolutely beautiful in everything she tried on.
British knitwear designer Ruth Erotokritou showed a collection with asymmetric knitted camisoles and wraps and loose, feminine knitted dresses & tunics which were accented by shimmering stripes of lurex threads. I was attracted to this collection by it uniqueness and cross between glam and casual and I think every girl should have an item in their wardrobe that is comfortable, luxurious and glamorous - something that you can dress-up or dress down and still be able to feel beautiful and comfortable in and I felt this collection embodied just that plus more!
After looking at many women-wear brands, I was so limited for time that by the point I got to shoes and I didn't find anything that really caught my eye from the stands I visited. In accessories however - I spotted a few striking jewellery pieces but unfortunately the brand wouldn't let me take pictures. A few people where a bit funny about getting their collections photographed and a few agreed they would send me some images (watch this space) but after I got to thinking I couldn't help but feel a bit annoyed - what's the point of exhibiting if you are not willing to get full exposure. I just think it's brands like that that end up not getting very far because you can never expect to get discovered under just one roof. But moving on from that, the event had a great atmosphere with an amazing crowd and there were some really promising brands and designers.