Pure London (8-10 Feb.), and the 800-strong army of womenswear brands that took part this season, bowed out on Tuesday afternoon. The three-day event was once again held at Olympia in West Kensington. As per previous seasons, dress-based collections dominated the young fashion section Pure Spirit, but a handful of labels with streetier inclinations also presented their wares. Hip London name Illustrated People, which runs one of Topshop’s most successful concessions, exhibited for the first time. Poisonous animals and their visual warning signs served as the inspiration for fall – a theme resulting in a riot of color and heady dose of quirkiness. Prints of seeping frogs’ eyes, green snakeskin and toxic frog belly spots adorned pieces such as tees, jersey mini skirts and joggers.

Swedish Hasbeens' three-tone clog sandals, Pure London
Swedish Hasbeens' three-tone clog sandals, Pure London
Danish group Bestseller had returned from a few seasons’ absence with a cluster of its brands, including the young fashion contender Only. The super skinny dominated the jeans offer; shades were primarily dark, incorporating dusty blacks and acid-wash grey. Faux fur jackets in different guises also formed part of the range. Meanwhile, Bench, another returning brand, showed a streamlined aesthetic owing to the recent revamp of the brand. Knee-length sweater dresses, both knitted and jersey versions, sat alongside signature fitted jackets with faux fur trimmed hoods. Meanwhile, Dublin based label Circus, brought a new line of jersey basics to the show. Designed under the name Kyte, the pieces were much more considered than the standard basic– think kimono style cotton jersey cardigans, drape-front tops and asymmetrical wrap jackets. On the footwear front, Swedish Hasbeens’ range of clogs encompassed different types ankle boots as well as three-tone autumn sandals – the color combination of Klein blue, forest green and turquoise is bound to be a hit among buyers.

On Monday night, Pure launched a new initiative- the Best of British Independent Retailer Awards. Presented in association with FAB (Fashion Association of Great Britain), ten indies across Britain were recognized for their innovative retail approaches and customer focus. The winners included Lux Fix from London, Scotland’s A Hume and Young Ideas from the Midlands.  Said Julie Driscoll, Portfolio Director for Pure London at i2i Events Group: “Nearly 80% of our audience at Pure London are independent retailers and boutiques, so we are thrilled to have launched these awards to celebrate their successes as a major driving force behind the fashion and footwear retail industry.”