Showcasing an impressive line-up of brands, along with several newcomers to the trade show, Pure reported a 9% increase on overall attendance figures compared with last August’s installment. Not only from UK based independents and multiples but from the likes of Germany, Spain, France and even as far afield as the US and Hong Kong.

Carl Barrat from Dept exhibited in the Spirit section of Pure he said: “We have done Pure three times and it has always been a good show for us. We were expecting this season to be more difficult, but to our surprise done better than before, writing more orders than we had hoped for. We literally haven’t stopped for breaks. Our collection is different, and that is exactly what the market wants.  We want this stand forever; it’s the perfect location for us. Pure is an excellent show for our womenswear, and I plan to introduce our menswear in the Spirit section. “

What with talk of difficult trading conditions and dodgy weather you would think it would be a case of caution all round but the Grand Hall was buzzing and the trend presentations packed out. Held in conjunction with Draper’s Record, fashion editor Khabi Mirza hooked up with representatives from key brands to informally talk about S/S 08 colours, shapes and styles. While the catwalk shows were styled in line with trends provided by global trend analysis company WGSN.

Key themes for S/S 08 as seen at Pure…

Soft Metallics

Embellished Dress by Ema Savahl,

Metallic Knit Cardigan by Carling

Not going away in a hurry metallics are still strong but arrive in softer shades of pale bronze, light silver and rose gold.

70s Nostalgia

Dress by Nomads Clothing,

Gold Leggings by Pamela Mann,

Flip-flops by Bourne

A simple take on boho; incorporating raw cottons, crochet, embroidery, broderie anglaise, denim and retro prints. Check out those rising waistlines.

Nautical Prep

Red Stripe T-Shirt by Looking Glass,

White Shorts by Sasperilla,

Hat by Helen Kaminski,

Basket Bag by House of Anli

Chic preppy styles; crisp white shirts and relaxed tailoring combined with nautical stripes and detailing in slouchy classic shapes.

The Dress

Cream Jersey Dress by Tofu,

Gold Belt by Karma,

Necklace by Tutti & Co,

Peach Sandals by PERtu

Another strong season for the dress; key shapes include: empire lines, smocks and shifts that finish at the knee. Drapes, gathers and pleats remain strong while decorative embellishment adds surface interest

Festival Chic

Check Dress by Carling,

Brown Long Coat by Mais il est ou le soleil,

Bag by Parcel,

Red Boots by Emu Ridge

The combination of practicality, pockets and easy-to-wear fabrics combined with seasonal silhouettes, layers and prints ensures dressing down never looked so good.

Minimal Sports

Think 90s utility in future fabrics in clean fuss-free shapes.

Global Infusion

Scarf Shawl by Alexia,

Cream T-Shirt by numph

Black Trousers by numph,

Necklace by Ceazaro

Sunglasses by Sight Station

Hints of Africa and the Middle East combined with animal prints and spicy shades.

Glamour Puss

Maxi Cream Dress by Andy The-Anh

Eveningwear gets glamorous with decorative sections of embellishment, beading and sequins on knee and floor-length frocks.

The next edition of Pure is scheduled for 10 – 12 February 2008

By JoJo Iles

Images courtesy of Pure PR Department