A selection of Wåven pieces, as showcased at Pure Spirit
A selection of Wåven pieces, as showcased at Pure Spirit

07 Aug. 2014

Show report: Pure London spring/summer '15

Pure London’s latest edition (Aug. 3-5) closed its doors on Tuesday. The show, which is organized by i2i Events Group, was once again held at Olympia exhibition hall in west London. Some 800 women’s brands across apparel, footwear and accessories took part this season – of which 120 were exhibited as part of the young fashion showcase, Pure Spirit. The section centers on feminine fast-fashion brands with focus on short-order collections for AW14, but there were exceptions – the roomy stand of London agency Just Consultancies housed three labels, Danish Ichi, and the UK based contenders Bellfield and new denim name Wåven. Despite only having entered its second season, the Swedish inspired label offers a full women’s collection. Highlights for SS15 include the “mum” jean – a slim boyfriend variant– and a denim smock coat. A pair of knitted jeans and a denim-look tencel tee also stood out. “We’ve exhibited Bellfield at Pure Spirit before and decided to introduce Wåven and Ichi as well,” said Juls Dawson of Just Consultancies. “This is the busiest the stand’s been in five seasons.”

Pretty Vacant’s booth
Pretty Vacant’s booth
Brighton based indie name Pretty Vacant is something of a Pure Spirit regular. The distinctive knitwear and printed vintage dresses one has come to associate with the label were offered in abundance for AW14 – geese, deer and dandelion motifs featured throughout. Circus is the latest brainchild of Mhorag and Simon Lomond, the duo behind Pretty Vacant. Akin to its sister brand, Circus’ aesthetic is vintage inspired and print based, but the products drop at steadier intervals. Another new addition to the Pure Spirit line-up was Lashes of London – a high octane, trend led affair that first launched in spring/summer 2012.

Pure London as a whole was fairly quiet on the day of our visit on Sunday 3 August, the show’s first day. Still, most exhibitors we spoke to seemed upbeat and many noted that the London season had been stronger than Berlin’s fair circuit, both in terms of footfall and order-writing.
Emma Holmqvist Deacon

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