• Pure London fashion 2016
    February 17, 2016

    AW16 collections at Pure London (And tips for a career in fashion)

    This week the leading fashion buying show Pure London returned for two days of new collections and insider advice on the fashion world. With collections from over 1,000 brands and designers on show, fashion buyers from stores like ASOS and Selfridges descend on the event every year to find the pieces they want in their stores.

    I went along on Monday and Tuesday to catch a glimpse of what these talented and awesome designers had to offer for autumn/winter 16.

    Glamorous AW16 collection at the Pure London fashion

    The event mainly showcases ready-to-wear womenswear along with young fashion, footwear and accessories. During the two days it was inspiring to be in an environment filled with people who have used their talent and passion to create such beautiful and amazing designs and accessories.

    One of the highlights of the event for me was the Spirit Catwalk, which showcased young fashion collections from GlamorousLavish Alice and Unique 21 – just to name a few. Each collection showed an element of youthfulness, and the designs, bold colours and flow of the material brought an edgy feel as the models strutted on the catwalk.

    In particular, I loved the collection by Lavish Alice. The contemporary collection was full of bold colours, and the designers experimented with intricate patterns and shapes to give the clothes an edgy yet sophisticated look.

    Lavish Alice stand at Pure London Fashion AW16

    This year the designers also included menswear for the first time. From fine fabrics and youthful designs from YUUTHS, to the bold yet simple colours used by ADAMIST, each collection was diverse and catered to both younger and more mature guys.


    Yuuths at Pure London Fashion

    Yuuths collection at Pure London Fashion

    As well as showcasing the collections, the event also gave tips for anyone looking to set up a business within the fashion industry.

    James Lakeland, founder of The James Lakeland brand which specialises in luxury womenswear and accessories, gave a seminar on the use of social media in branding your product and creating a niche following. He showed just how important it is in starting up and promoting a business. His tip? If anyone knows a lot about social media it’s those aged 18-25, so ask their advice! One of the things he recommended to anyone launching a boutique is to make sure you have a website and start selling from that as your first base.

    The best advice I took from the event was from David Mullane who is the owner of W2. He said:

    1. Include art in every buying trip. You have the opportunity to see things that you wouldn’t necessarily see in your home town/city

    2. Passion brings success


    By Bunmi Jenfa, Girls Talk London Ambassador

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