I had a great afternoon at PURE at Olympia last Sunday… PURE is a London based trade fair which is held twice a year over three days, where fashion brands show their new season’s collections to buyers, press and trade people. This August there were buyers from Canada, Japan, USA and Russia. The venue Olympia is HUGE, so to actually look at every brand would take some doing – but the hall is split into different areas such as Young Fashion and Pure Premium, so it’s easier to be a bit more targetted and to avoid wandering aimlessly around the place. There are seminars, fashion shows and talks to give buyers an insight into the season ahead, as in fashion of course, you’re always thinking 6 months in advance… the majority of the clothes were for next Spring/Summer 2011.I saw some really fun shoes from Iron Fist (www.ironfistclothing.com) – the stand was amazing… if you like quirky styles, take a look! Though they’re possibly not for everyone…
The Traffic People stand was really eye-catching with a fantastic vintage Mercedes soft-top at the centre of it… The Desigual stand was amazing too with giant flowers all over it and really loud music blaring out… there was no mistaking you were definitely in the Young Fashion area!
Yumi was also looking great in the Young Fashion area (www.yumidirect.co.uk) and so too was Sugarhill Boutique (www.sugarhillboutique.com) – I’m looking forward to browsing through their rails in Topshop Oxford Circus this season, as both brands have large areas on their -2 floor….
One brand that really caught my eye at PURE this season was Olivia Rubin (www.oliviarubinlondon.com), she does amazing prints and Fern Cotton is a huge fan. In fact if you look at the website loads of celebs love it… I was drawn to the fantastic colours and easy lines of her clothes, plus the prices are extremely purse-friendly. If I had a shop I’d have definitely bought it (they will be releasing their press images shortly so I’ll try and get hold of some). Olivia Rubin has also been featured in the Grazia Fashion Charts – I have a feeling that she’s got a very bright future ahead of her!