Pure London relaunches trend-led runway shows

By

Sandra Halliday

Published
Jul 5, 2022

Pure London’s comeback this month will see the relaunch of the event’s trend-led catwalk shows with three shows a day from 17-19 July.

The organisers will be highlighting a number of SS23 trends with colour a key driver of most of them.

There’s vivid colour, rainbow prints, digital atelier effects, acrylic jewellery, and plenty of nostalgia via the global Kidult trend.

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Meanwhile the Sundial trend is a story featuring vibrant sunflower yellows, crochet effects, and retro florals with both matte and shine materials. And the Empowered Electricity trend includes hyper pinks and galactic cobalt blue, plus a big dose of sheen, creating a grown-up-sexy take on daywear and occasion dressing. 

A subtler Natural Nouveau trends features natural knits, cutout details, cropped jackets, cardigans and body jewellery in soft whites, and Tide Green is all about soft waves, loose pants, transparency, crochet, cutouts in bright, butterfly, and night tide greens.

Finally New Utilitarian delivers an almost-punk revival with laced corsets, chains, sheers, black and metallics. Bodycon is a big part of the look.