Attire Accessories - May/Jun 2018 (Issue 70)

ATTIRE 43 POST SHOW REVIEW Creativity and the feel-good factor reigned at Pure London with a celebration of global fashion. The UK’s only fashion and sourcing trade show linking manufacturers, fabric suppliers, designers, brands and retailers saw packed aisles, busy stands, order writing and an inspiring schedule of seminars and talks including the popular WGSN Buyer’s Briefing outlining the key trends for AW18/19. Buyers from stores and e-tailers including M&S, ASOS, Topshop, Choice, Fred Funk, Net-a-Porter, Fenwick, H&M, Next, Maureen Cookson, Pamela Shiffer, and The Dressing Room shared their excitement at the refreshing mix of big brand names alongside emerging and exclusive designers. Leona Fallen fromMcElhinneys in Ireland said, “We come to Pure London every season to find new brands that will excite our customers.” Meanwhile, Amy Cook from Eighty Seven in Melbourne Derbyshire added, “I’ve been coming to Pure for five years and we’re after newness, emerging brands and exciting product that sets our boutique apart from others. Pure is essential for our buying calendar.” FAR ANDWIDE General feedback from exhibitors regarding business taken was positive with plenty of orders placed from stores across the UK and from countries including UAE, Qatar, Bahrain, Lebanon, Australia, Belgium, Brazil, France, Germany, Turkey, USA, and Ireland. An eclectic edit of premium, established and emerging footwear brands included Joe Browns Couture footwear with a diverse range of shoes and bags designed exclusively in Great Britain, as well as Crime London, Marian, Irregular Choice, Inuovo, Holster, Fly London, Unisa, Yull, Weekend Barber, Alpe, and premium brands Snobs, Lola Cruz, Arche, Audley, and C.Doux. NEW BEGINNINGS A treasure trove of stand-out collections from revered designers and emerging brands were on show in the Accessories section, which also included the exciting Accessories Concept area for new designers, offering must-have handbags, beautiful new designs in jewellery, watches, scarves and a host of other accessories. Gloria Sandrucci, Event Manager of Pure London Footwear and Accessories said, “We had a great reaction to our Accessories Concept, which provided a platform within the Accessories Hall for new talent and emerging designers as they begin their journey into the world of fashion and become brands of the future. Buyers discovered a host of new designers and a great mix of international and British brands, many of whom exclusively showcase at Pure London.” Other brands included Ebarrito, which showcased its collection of high quality, handcrafted, leather bags and footwear, while the Morris Fyfe Agency launched Replay Accessories and the new Valentino Handbag collection. Daniel Morris fromThe Morris Fyfe Agency said, “We’ve had a successful show, we had a target of new accounts to open and we’ve reached that target.” New premium accessories brand Emma & Chloe joined the line-up, as well as ‘build your own bag’ brand O Bag, specialising in customisable handbags and watches, enabling customers to choose the body, handles, interior, exterior trims and additional accessories to create a truly one-of-a-kind bag. For stylish and practical lifestyle travel accessories buyers loved Frequent Flyer for its simple designs and functional details. Cute and quirky accessories came from Cuscus the Cuckoos, Nina Ullrich and Rosa Pietsch while beautiful new jewellery collections from Binkevich, Laura Visentin, Kiwi+Pomelo and N2 offered an exciting and inspiring buying experience at Pure London. Pure London also provides an arena for networking, which leads to creative and exciting collaborations. Mashizan Masjum, Creative Director of luxury footwear brand Mashizan, met Ann Edwards from ethical handbag brand Mame Haku last season and they are now collaborating on an exclusive collection due to launch for AW18. DRESSED TO IMPRESS During the Pure London Display Awards held on Sunday 11 th February, brands were rewarded for their visual merchandising and stand design. Julie Driscoll, Managing Director of Pure London said during the ceremony, “Brands make a huge effort to wow their buyers and their efforts have a massive impact on how the show looks and feels. We want take this opportunity to applaud your creativity and celebrate your amazing efforts.” Judge and Visual Merchandiser David Anthony said of the overall Best in Show stand winner Rakish Heels, “The indulgent, colourful and eccentric vintage concept transformed this blank space into a well thought out and overall best fit out for the brand. A lesson in how to make your product stand out from the crowd. It popped!” Pure London will return to London Olympia on 22 nd – 24 th July, 2018. A VISIT: PURELONDON.COM CURATED COLLECTIONS Our post-show report highlights how February’s Pure London proved a veritable feast of both existing and emerging talent for retailers to sink their teeth into