Pure London showcases Autumn Winter 2017 trends ahead of London Fashion Week

As the fashion buying season in the UK commences and before the fashion world descends upon London Fashion Week which opens in a week's time, the Pure London trade fair showcases the styles and trends for Autumn Winter 2017 at Kensington Olympia between 12 - 14 February.

As part of the highlights of the exhibition where more than 800 exhibitors across womenswear, menswear, footwear and accessories are showcasing under one roof, daily catwalk presentations play out new everyday luxury and directional smart designs from international and British brands.

Key looks include autumn transitional designs in natural and recycled fabric to kickstart the season, while minimalist pieces offer longevity beyond the season.

Dark tones along with muted colours and feminine, deconstructed shapes are pointing to a bold modern look.  On offer are architectural influences, clean lines and utilitarian fabrics.

Look for tactile fabrics including faux furs, wools, tweed, waterproof textiles and mottled surfaces.

For mid-autumn, the colour palette is a natural one; primitive and soft colours include ochre tones, blue contrasts, muted greens and deep browns.

Heritage outdoor styles will see chunky knits, matte textures and woodland tones on sports-inspired elements for a folkloric-centred look.

For winter, there are luxe tailoring and deep majestic jewel tones in dark shades of charcoal, complemented by metallic accents for a sophisticated, sensual winter palette.

Smart materials and inventive innovations lead the way for a tech-savvy trend in line with modern lifestyle.  

Voluminous shapes and stylished details reflect the modern digital age, while minimalist and maximalist styles nod to the past, present and future with subtle period references.   

According to WGSN's director of retail and buying, Sara Maggioni, who gave an overview of the main trends of the AW17 season, the four overarching themes are Design Matters, Earthed, Nocturne and INfusion.  Natural and recyled fabrics kickstart the season, she said, with the overt use of pulped fabrics, repurposed yarns and patched denims expected among the sustainable fashion mix.  While minamalist pieces and light layers for transitional dressing are played out in muted colours, as evidenced here.

All images © Lucia Carpio 2017