Pure London going from strength to strength with new show Off-beat layout and daily events

Contemporary fashion trade fair Pure London opened on Sunday, February 14 at Kensington Olympia, London with a new show layout presenting a refreshing approach.

Off-beat fashion in bold shapes and colours open the daily Main Stage Catwalk shows.

The event organizers i2i Events Groups showcase trends for Autumn/Winter 2016, featuring a wide selection of womenswear, footwear, accessories and for the first time, menswear as well, with 30 high-end menswear brands and designers.

Giant mural showing off figurative work by emerging artist Rudolf Humm.

Turkish fashion featured at the Main Stage Catwalk show.

Running until February 16, the new theme this season is “Pureism”, inspired by the art movement.  The new campaign imagery is formed of brushstrokes form Rembrandt paintings, supplied by the Rijksmuseum in Amsterdam.  

Stylish design-led labels on show at the Spirit Catwalk scheduled daily.

The daily Main Stage Catwalk shows feature fashion that are styled to echo the Pureism shapes and colours.  Separately, daily presentations on the Spirit Catwalk features stylish labels aimed trend-led audience.  There is also a programmed of scheduled talks and seminars throughout the three-day event. 

Marbek London jacket, Remus Uomo sweater and jumper and Glen Prince scarf.

Among the 30 menswear brands on show are Italian-inspired British brand Remus Uomo, as well as Britiosh sports-luxe brand SLIMS, international luxury Swiss brand Hanro and Italian brand AC Label.  US brand Clavon’s Wear is using Pure London to launch in the UK featuring designs popular among US TV shows celebrities.

All photos by Lucia Carpio for My Fashion Connect Global.