Paula’s highlights from Pure

I would never purport to be a fashion blogger – there are many talented and in-the-know people out there who could write a damn sight better fashion blog than me, but since, as many of you will know, we work in design and branding for fashion labels from time to time, I thought I’d share some of my highlights from the Pure London fashion tradeshow last weekend, held at Olympia and Earls Court simultaneously.

I found myself more excited by the menswear section – Stitch, than many of the womenswear stands. Fashion companies in Stitch seemed to have a strong sense of theme and message – and dare I say branding. Brutus Trimfit for example were showing off their classic mod-influenced shirts which they supported with great photography on their stand and in their brochures, which has a nod to “This Is England” – the brilliant film by Shane Meadows. And next door they had revived the Northern Soul flared jean with a new collection featuring embroidery on the back, creating a great sense of theme complete with 3 live northern soul dancers and music.

Fashion and music have long been a match made in heaven: Lambretta clothing had teamed up with Trojan records to create another mod influenced range which was displayed complete with a couple of fabulous shiny Lambretta scooters on the stand.

There was also a big buzz around the Pretty Green stand, the clothing label of Liam Gallagher. A great range of clothing, though very pricey I hear. I was very sorry to hear incidentally of the raiding and devastation of their Manchester shop in the riots last week.

I have long been a fan of Tatty Devine handmade jewellery. Always quirky and fun, their new Mexican ‘day of the dead’ influenced decorated skull necklaces and wooden animal brooches caught my eye. We borrowed some of their candy coloured pieces for a photoshoot with The Saturdays last week as it happens.

It was great to see the Lettuce scarves brand stand full of busy. We’ve developed a close relationship with Lettuce over the last year having art directed and designed their catalogue and promotional materials. You can see more of our work and read the successes the rebrand has brought them here

And on a design tip, Pantone have a new range of socks out, with a colour to suit not only every day of the week, but every day of the year by the looks of things!

With many catwalk shows going on throughout the day at both Pure and Pure Spirit, there was certainly lots to see, but with Apple Cart festival on the same day out East, we had to bust a groove by early afternoon.

Posted by Paula.

Ps. apologies for rubbish iphone photos!