Pure London is the UK’s leading fashion trade show which takes place twice a year in London Olympia

On Monday 24th Niji had the opportunity to attend the Pure London Event at Olympia London. The event was an industry exposition of fashion brands nationwide, all exhibiting their latest collections.

Pure London housed a variety of both high fashion brands, wholesalers and smaller independent brands. There was also a collection of interviews and walks that could be attended by guests. Major trends that we noticed were printed silks in bright colours, seen best in British designer Jessica Russell Flint’s collection.

It was also clear that SS18 may be taking a slightly nontraditional approach in terms of textures and fabric with a heavy use of velvet throughout. When it came to the jewellery although the types of metals used did vary, designs remained minimalistic and understated.

We also had the opportunity to attend an interview with House of Holland designer Henry Holland. Henry spoke of how he founded his label and why he felt that humour is such necessity in the fashion industry. Among other subjects such as his unique designs, Holland spoke on the difficulties making it in the industry with no fashion design degree.

The Pure London event offered something for everyone and we would really recommend checking it out next year.

Connect with Pure London

purelondon.com

Credits: Written by Rosie Bricknell | All Photography by Rosie Bricknell

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