Pure London announces new brands for February, Pure Edge sponsor

By

Nigel TAYLOR

Published
Jan 30, 2023

Hyve Group is hailing next month’s Pure London trade show as “the most pioneering exhibition of international fashion talent yet”.

The show at London’s Olympia from 12-14 February will include brands Emme Marella, Persona by Marina Rinaldi and iBlues (all part of the Max Mara Fashion Group), plus Queens of Archive, Moss Copenhagen, Pretty Vacant, EsQualo, Les Néréides, Peachaus and Topissima.

Hyve also said on Monday that Heroes Ltd is sponsor for the new Pure Edge destination at the show.  

Pure Edge will include Heroes Ltd as a headliner (including its Marvel, Disney, Star Wars, Pokémon, Stranger Things, DC Comics and Harry Potter licensed brands), plus skate brand Airwalk and offbeat Brit brand Phat Kandi. They’ll be seen alongside 20th Century Clothiers, Burleska, Collectif, Costurero Real, Innocent Clothing, Orchid Bloom, Pahis, Pamela Mann, Rock Off, Timeless London, VWS and Weekend Doll in the avant-garde destination showcase.

The show organiser said the Pure Edge destination “invites visitors to engage with the next generation.  Synonymous with diversity the destination will present alternative lifestyle brands which offer a fresh, innovative approach to fashion.  Proudly embracing difference in all its glory and offering bold collections that make a statement and demand zero-judgement”.

Meanwhile, as for those more mainstream brands. Contemporary fashion brand, Emme Marella will feature an “energy-filled collection which celebrates colour and texture; the Persona by Marina Rinaldi collection features “elegant everyday womenswear that is modern, laid-back, and youthful… featuring printed separates, relaxed tailoring, directional knitwear, and chic dresses”; new to the show this season is youthful brand iBlues, “with an eye-catching collection in striking bold colours…  including versatile dresses and effortless glam everyday clothing”.

Queens of Archive is heavily influenced by vintage style “and an empowering female attitude” with a collection of “show-stopping, timeless and feminine pieces are designed in-house using bespoke prints and fabrics”. 

Danish brand Moss Copenhagen is rooted in “feminine Scandinavian simplicity” with urban wardrobe basics.  The range shows off a “youthful and breezy approach to fashion”.

Dutch fashion label EsQualo is known for its accessibility, creating collections in which unique prints, and exclusive finishes are central.

Brighton-based Pretty Vacant was born from the stalls on Camden Market with a retro-inspired collection.  Unique prints, practical details and wearable cuts underline a collection that takes its style cues from the 1940s, 1950s, and 1960s.

Nice-born Les Néréides offers high-end jewellery with “boldly bucolic, flowers and animals”; ethical underwear and clothing brand Peachaus creates “everyday beautiful and sustainable underwear and clothing”; and athleisure brand Topissima creates “innovative and body-shaping jumpsuits” from recycled materials (each made with 27 recycled water bottles).