Pure London presents Pure Edge to engage with the next generation

Pure London, the UK’s leading trade fashion buying event is taking place from the 12th-14th February 2023 at the iconic Olympia London. The fair reveals exciting new destination Pure Edge, which joins and compliments the returning GEN Z destination.

Pure Edge invites visitors to engage with the next generation, providing a new home for alternative lifestyle collections from around the world. Firmly rooted in inclusivity and diversity and offering innovative, creative collections which inject colour, confidence and creativity. Pure Edge stands firmly left of centre. Exhibitors will be independent, unapologetic, and diverse, proudly embracing difference in all its glory and offering bold collections that make a statement and demand zero-judgement.

A host of pioneering designers are set to showcase their latest collections at Pure Edge. British brand, Innocent create collections for those all over the world who hate the mundane. They push the boundaries of what society deems extreme with a dark yet playful collection that explores PVC, faux fur, buckles, lace inserts and unique cuts.  Designed for the misfits, the dark souls and those that may be magically or morbidly inclined the range of clothing is unashamedly unique.

 Innocent

Designed in Barcelona, the theatrical Costurero Real collection is an adventure in creativity and fashion. A blend of fantasy costume and fairytale inspired fashion, the statement pieces are handmade and reference nature and fiction with bespoke fabrics and unique designs.

The House of Foxy is a collection of vintage inspired clothing that takes influence from classic 20th century fashions.  The range captures the glamour of the eras 1920s through to 1970s to create beautiful and demure pieces designed to flatter women and inspire confidence. The designers explore the chic drop waist styles of the 1920s, the willowy and superbly cut 30s dresses, the draping and clever cutting of the 1940s, the fabulous glamour of the 50s, the chic sophistication of the early 60s and the iconic style of the 70s to create a diverse collection which celebrates fashion and women.

Formed in partnership with fashion icon Mary Quant, Pamela Mann have evolved to become one of the leading and largest hosiery specialists in the UK, producing a wide range of high-quality legwear products using the latest cutting-edge technology.  The collection features avant-garde prints, beautiful lace inserts, vibrant prints and statement fabrics creating a truly unique and unrivalled offering.

Collectif vintage inspired clothing captures the iconic styles on the 1940s, 50s, 60s and 70s. Designed in London by the in-house team the range features a unique mix of bespoke prints, unique embroideries and timeless styles that have become synonymous with the brand. Collectif combine modern trends with classic retro styling to create an exciting mix of romance and glamour set against an unconventional background.

 Collectif

Pahis Finland is a bold fashion collection taking inspiration from the darker side of society.  The predominantly black collection of statement dresses and separates feature heavy eyelets, daring cut out details and striking prints.  The collection is complimented with a range of t-shirts picturing heroes of rock and heavy metal.

RockOff specialise in music and entertainment fashion and merchandise featuring a plethora of music super stars including The Rolling Stones, Motorhead, Iron Maiden and a rapidly expanding entertainment range which includes Star Wars, DC Comics and Marvel Comics.  The statement pieces are fun, quirky and celebrate the diversity of modern culture.

 RockOff

Vintage Wholesale Store curates and supplies the highest quality vintage clothing from the 70s, 80s and 90s.  Celebrating the beauty and excellence of design from these eras the Vintage Wholesale Store challenges fast fashion with this sustainable alternative which doesn’t compromise on style. 

Head of Pure Edge, Carole Hunter says, “We are incredibly excited to introduce Pure Edge to Pure London this February and buyers won’t want to miss the diverse and innovative designers we will be showcasing.  This new destination compliments the energetic and youthful Gen Z destination and embraces difference in fashion and all the brands are offering something truly unique.” 

Encapsulating the energy and mood of young fashion, Gen Z is your destination for trend-led and ready-to-order fashion, and street style collections.  Returning to Pure London this February the exciting destination will host a thrilling line-up of young, edgy, and fun collections from new and exciting designers.

London born, The Nova of London designs extensive fashion lead collections with a distinctive style, mixing innovative and wearable designs with the latest trends.  Providing a one-stop shopping service the range includes dresses, separates and outerwear made in beautiful fabrics from sequins to fine knit.  Designs nod to the latest trends but remain accessible for every day.

 The Nova of London

Velmoft collections are bathed in colour and tailored from natural fabrics.  The limited-edition ranges are non-conformist with beautiful attention to detail including hand painted or hand-sewn designs and embroidery. Inspiration comes from combining the classic with the modern and bringing forward quality, uniqueness, and femininity.

Kali Works is Canada’s premier pan- African boutique brand.  The unmistakably African made and influenced collection is also influenced by modern fashion.  Working with artists all over Africa the beautiful collection is authentic, fully embracing the African culture to produce high quality pieces and unique pieces.

This February, Pure London is aiming to present the UK’s most comprehensive womenswear, accessories and shoes brands offering across new and returning destinations Pure Edge, Purely Sustainable, Gen Z, Pure Body, Ready-to-Wear, Pure Jewel, Accessories, and Shoes.


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Tags:Pure London, February 2023, Gen Z, fashion designers

About the Author

Silvia Kabaivanova

As the founder of Be Global Fashion Network and several other fashion websites, Silvia has been working for more than 20 years covering fashion industry trends and news. With a passion for the fashion business, she focuses on sustainable fashion and innovations, custom fashion and print on demand services. Silvia is a Chairman of Bulgarian Fashion Association. You can reach her at silvia@bgfashion.net


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