With LFW just a month away, Pure London gave us a sneak preview of what to expect on the SS16 runways. With over 500 brands exhibiting at the event, from premium brands to just-launched designers, every area was covered, including jewellery, shoes, accessories and clothing.



Jones + Jones 

Pure London describes itself as a trend-inspired London fashion tradeshow, providing insights into the fashion industry and networking opportunities for designers, brands and buyers. Many of the brands at the event only exhibit at Pure, so it was a great way to discover new brands we had never even heard of.


Beyond Retro Label

There were seminars running throughout the day, as well as catwalk shows, which covered a variety of topics including blogging secrets, the importance of PR and leveraging in-house talent. We were also given an exclusive preview of SS16 trends, so if you want a breakdown of what’s going to be big next year, check out our summary at the bottom of this post.


If menswear is more your thing then we have some exciting news! Pure will be launching their first Menswear exhibition in February 2016 and with the success of their womenswear shows we’re sure it’ll be a hit!


Sara Maggioni, Senior Editor of Retail and Buying at WGSN, talked us through the predicted trends for SS16 so here’s what to look out for on September’s catwalks:



-Deep Sea


-Cosmetic Neutrals

-Baked Earth

-Sunset Hues


-Graceful Florals

-Outline Florals

-Pieced Pattern

-Modernist Blocking

-Bold Stripes

Key Items

-New Goddess Dress

-Gypset Dress

-Pastoral Dress

-60s Minidress

-Blouse Dress

-Fluid Coat

-Lightweight Sport Coat

-Decorative Trucker

-Baja Poncho

-Bell-Sleeve Top

-Micro Top

-Slouch Tank and Tank Dress

-Ballet Base Layers

-Retro Polo

-Asymmetric Skirt

-Delicate Midi

-Sporty Culotte

-Cropped Kick Flare

-Wide Leg Jumpsuit


-Broderie Anglaise


-Hand Loom

  • Interested in visiting Pure London? You can find more information and tickets on their website