With Dame Zandra Rhodes as keynote speaker and a series of catwalk shows, PURE London off to a good start.

Luxury occasion wear by award winning British designer Matthew O'Brien, one of the 

new fashion brands on show at PURE.

PURE London opened today (Sunday 9 February 2020) at Kensington Olympia with a busy schedule of catwalk shows and a packed programme of seminars and talks, showcasing a exhibitor profile of established, contemporary fashion and emerging brands, covering womenswear, premium, menswear, kidswear, athleisure, footwear and accessories, as well as sustainable fashion, over three days until 11 February.

"Hibernate" is one of the key AW20/21 fashion trends, presented on catwalk at PURE London.

Comforting separates, cocooning shapes, in an array of natural shades.

Neon brights and strong colours among key trends for AW 2020.

Mixed patterns in bold colours mark the Nomad trend.

According to Fashion Portfolio Director Martin Arnold, for this AW2020/21 edition, the show is bringing together the fashion community under a theme of Nomad, "celebrating boundless creativity amidst turbulent political and economic times."

Also held during the same dates is the sourcing show PURE Origin, back for its fifth season, bring the fashion supply chain under one roof.

A highlight on Day One was having the iconic British designer Dame Zandra Rhodes as keynote speaker, celebrating her 50 Years of Fabulous, in conversation with Lauretta Roberts, Editor of The Industry Fashion (as shown in picture above) on the newly created Nomad stage in the National Hall of Olympia London.  Zandra is sporting one of her signature lipstick prints that has gained wide recognition.

Supported with a slide presentation, Zandra offers candid insights for longevity in the industry and highlights crucial moments of her career that include numerous coverage in top magazines and show events.

Over the past 50 years, Zandra has dressed figureheads of the fashion industry, British royalty including Princess Ann and Lady Diana, and Hollywood stars in her signature prints and iconic vibrant patterns and silhouettes in superior-quality fabrics that she is well-known for.

Zandra marked her 50 years in fashion last September with a retrospective exhibition at the Fashion and Textile Museum that she founded, located in Bermondsey, London, and a book "50 Years of Fabulous" published by Yale and a collection for SS2020 entitled "The Jubilee Collection".
Zandra shows no signs of slowing down, announcing a new collaboration with Ikea and working on her AW20 collection to be shown during London Fashion Week.

Photos by Lucia Carpio at PURE London.