• Pure London

Pure London

The Spring/Summer 2018 edition of the UK’s leading fashion trade show

Pure London

The Spring/Summer 2018 edition of the UK’s leading fashion trade show

Our team attended the Spring/Summer 2018 edition of Pure London, held at Kensington Olympia. Over 700 brands previewed their latest collections at the show.  Alongside the exhibitor stands there was many other events taking place including daily catwalk shows featuring some of the most exciting and innovative designs for the Spring Summer season, inspiring talks by some of the most influential figures within fashion, and panel discussions that covered a broad range of subjects such as the impact of social media, new developments within the fashion industry and the future of retail.

Pure London

Pure London

Key Brands

At Pure London there was a great mix of both the well established brands alongside the industry newcomers, proving an exciting variety of design aesthetics and concepts.  The Trendstop team have selected three key brands which stood out within the show.

Pure London

Images Left to right: BAG, Living BeingsFusionwear by ARYS, courtesy of Trendstop. 

Living Beings

Living Beings is a unisex brand that focuses on the creation of ethically driven clothing, made entirely from 100% cotton. All pieces are manufactured responsibly alongside the Fair Wear Foundation, the non-profit organisation whose focus is to improve conditions for factory workers.  The prints that feature on the designs are made using eco-friendly water-based inks approved by the Soil Association. The brand not only wants to create ethically and eco-friendly clothing, but also clothing that is stylish and contemporary. Their designs feature spoofs of familiar logos and slogans that are re-worked to feature key words and phrases about sustainability and a strong focus on saving animals and the planet.


BAG is a company founded in 2013 by Croatian based Ana Gjivoje. Gjivoje studied fine art, which is a passion applied to her accessories. The brand produces bags and small accessories that have a real focus on innovation, authenticity and attention to detail. Each design is a small piece of art, featuring collaged abstract surface prints and contrasting materials, creating beautiful surfaces. Within the collection there are pieces created entirely from melted down recycled waste plastic, elevating the brands eco-conscious, sustainable approach to design.

Fusionwear by ARYS

Fusionwear by ARYS is a Berlin based sportswear brand. Founded in 2014, this brands focus is creating athletic apparel hybridised with loungewear. The brand ensures they use the highest quality technology focused materials, featuring elements such as breathability, cool to the touch and temperature adjusting membranes. The garments boast an adaptability to adjust to any situation, ensuring a sense of ease and comfort for the wearer. Fusionwear’s unisex designs cover a range of needs from raincoats to yoga pants, with every piece featuring considerate detailing and a practical choice of material.

Emerging Trends

Discover three key emerging trends showcased within the Spring Summer 2018 edition of Pure London.

Luxurious Loungewear

Loungewear is elevated with a luxurious update this season. Signature contrast piping sets the tone as loungewear meets day wear. Shirt silhouettes retain their feminine relaxed fit as the styles move into elegant dresses. Sumptuous fabrications of silk, satin and crushed velvet reign supreme in soft pastels, whites and summer inky darks. Minimalism adds and air of elegance and modernity to this trend whilst the addition of ditsy floral prints adds to the femininity.

Pure London

Images left to right: English Factory, Grey Lab, Zeroth Lab, courtesy of Trendstop. 

Retro Sports

An athleisure influence is strengthened in the Spring Summer season with a Retro Sports vibe. Sports inspired silhouettes feature within apparel, with pleated tennis inspired dresses and skirts sitting alongside retro striped rib knits. The use of oversized zippers and tipped collars inspired tennis polos elevate this theme. White reigns supreme with sporting accent pops.

Pure London

Images left to right: English Factory, Cubic, AMT, courtesy of Trendstop. 

The New Statement

Slogan tees ran high in the Fall 2017 catwalks and are set to continue through into the next season. Minimalist black and white graphic text set the political scene. A strong focus on global social awareness and consideration was a reoccurring theme throughout Pure. Statements are short and sharp, encouraging people to understand their impact on cultural, political, environmental and social behaviour. Silhouettes are loose and clean with turn up cuff detailing. This trend relates back to our The Anti-Artist Graphic Theme for Spring Summer 2018.

Pure London

Images left to right: Living Beings, Living Beings, Compania Fantastica, courtesy of Trendstop. 

The Shirting Duo

The classic summer cotton pin-stripe shirt, re-invented, modernised and elevated. Hybridized styles feature within the womenswear collections for the Spring Summer season, validating our Nautical Traveller trend. The shirt silhouette is overlaid and re-cut with vest inspired sweats, jerseys and knits, creating a built-in, multi layered look. Proportions are played with, introducing long line sleeves and step hemlines. Colours are kept to a minimum, using Cobalt Undercover, Grey Skies and Snow White.

Pure London

Images left to right: English Factory, Cubic, English Factory,  courtesy of Trendstop.

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