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Published
Jan 8, 2020
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Pure London unveils womenswear edit ahead of AW20/21 show

Published
Jan 8, 2020

Pure London has unveiled an eclectic lineup of international fashion names ahead of its upcoming winter edition, including Barbara Hulanicki’s debut collection for Flare Street.


Barbara Hulanicki for Flare Street will make its UK debut at Pure in February


The founder and designer of Biba, Hulanicki has collaborated with slow-fashion ethical label Flare Street for an AW2020 collection filled with 70s vibes and nostalgic silhouettes. With flared bell bottoms and bold textile prints, the hand-made garments made in Australia will be launching in the UK at Pure.

Visitors to the show, taking place on 9-11 February at Olympia London, will also discover a new collection from luxury fashion designer, Matthew O’Brien, who won Britain’s Top Designer at 22. After staging the biggest couture fashion show outside London last year, he is showing key pieces of evening wear, ready-to-wear and a small selection of bridal wear.

Gloria Sandrucci, event director at Pure London, said: “The ultimate destination for style essentials, Pure London showcases the newest global brands and the latest trends across our ready-to-wear and premium sections. 

“I feel tremendously excited about the forthcoming AW20 show in February which will stage a fresh and new edit of directional pieces and distinctive designs for the new season.”

Other international brands will be Italian designer Valentina Poltronieri, Parisian brand Derhi, French premium label Wibes, Part Two from Copenhagen and Canadia cruelty-free womenswear specialist Hilary MacMillan.

Ethical fashion comes from Nordic brand Castlebird Rose, which recreates famous paintings on materials like silk; and Lemuel MC, which creates timeless clothes from 100% linen. Esfera is a regenerative clothing brand for the eco-conscious woman, committed to establishing a transparent business model through block chain technology and QR codes.

In total, over 1,300 collections will be showcased at Pure London and Pure Origin, inviting visitors to explore the full fashion supply chain under one roof.

The trade shows, owned by Hyve Group plc, attract over 300,000 industry from professionals from the UK and abroad every season.

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