Pure London unveils SS20 womenswear lineup ahead of July edition

By

Barbara Santamaria

Published
Jun 7, 2019

Pure London’s upcoming show in July will showcase over 700 brands, including sustainable labels, premium names and footwear favourites, as well as present the opportunity to discuss the industry’s latest developments in a series of talks.

The UK’s leading trade fashion buying event is returning to Olympia London for another season this summer, taking place over three days on 21-23 July.

The event is promising a ‘Festival of Fashion’, with new and returning labels showcasing their SS20 collections to a host of fashion buyers, industry insiders and the media.

With a focus on championing responsible fashion and sustainable brands, the Pure Conscious section will present the best in ethical fashion such as People Tree, Ulsto, Komodo, Menestho, Mimush, AfterLife Project, Scarabaeus Sacer, and Raw Angel Apparel.

Elsewhere in the show, new premium, designer, and ready-to-wear womenswear brands include Didriksons, Nightporter, Magnolia Pearl, Valentina Poltronieri, Caraclan, Two Point Two, Yaaf London, Hera Concept, Lang N Lu, Concreto, and STAŠA.

Visitors can also look forward to seeing returning labels such as Religion, Rino&Pelle, Thais & Stroe, Vilagallo, Bitte Kai Rand, POM Amsterdam, Thought, Pour Moi, Sofie Schnoor, indi & Cold, Moutaki, Soaked in Luxury, Nice Things, Onjenu, Yerse, Saint Tropez and Godske.

And in the accessories and footwear area, labels such as  Decielis, Ideal of Sweden, Kookii B, and Fay Bijoux will present their creations alongside Bulaggi, Cara, Alpe, Ipanema, One Hundred Stars, Lemon Collections, Powder, Tilley & Grace, Belle & Flo, Eliza Gracious, Seeberger, Sence Copenhagen, Nour, Big Metal, Love Rocks, and Christina Brampti.

Women’s ski label H. Holderness joins the Athleisure section alongside Cheekfrills, MilaVitsa, and NUX.

Finally, a curated selection of young fashion brands including  Bench, Ragged Priest, Cubic, Glamorous, Compania Fantastica, Amy Lynn, and Collectif Vintage will provide an insight into Gen Z trends.