Pure London SS18

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“Oriental Futures”: the season’s show theme

From London by Katya Marletta Fashion Journalist

Pure London – Ph. Sergio Mattioli Photographer

Pure London, one of the most awaited fashion shows of the Capital, is back. Three days, from Sunday 23rd to Monday 25th July, dedicated to the trend of the Spring/Summer seasons ‘18 and new British and international brands (over 800 brands across womenswear, menswear, young fashion, athleisure, footwear and accessories).

Pure London – Ph. Sergio Mattioli Photographer

World renowned speakers, gurus and trend leaders, catwalks show, unmissable seminars – this edition has dedicated an exclusive one with the extraordinary fashion legends including the fabulously innovative Dr Pam Hogg and Henry Holland, fashion design and entrepreneur – one-on-one practical business advice from leading retail experts (topics include e-commerce, business growth strategies, finance, PR and social media strategy), exclusive preview of key SS18 from global trend in women’s fashion – WGSN SS18 trend forecast – that presents the highlights of the style, cuts, colours and fabrics set to be huge next Spring/Summer, and more.

Pure London – Ph. Sergio Mattioli Photographer

The Pure London SS18 campaign, named “Oriental Futures”, will immerse visitors into a unified cosmos rich in tradition, yet contemporary and authentic with a focus on cultural fusion, exploring  Eastern inspired arts and artistry with a futuristic and celestial approach.

Pure London – Ph. Sergio Mattioli Photographer

What will we wear next year? The keyword is: Utility Look, with a new formal and female approach that exalt the silhouettes but without sacrificing the comfort.

Get ready to became fully immersed and inspired and educated in the beautiful, directional fashion trend of SS18.

Credits: Katya Marletta Fashion Journalist and Sergio Mattioli Photographer

Pure London – Ph. Sergio Mattioli Photographer

Pure London – Ph. Sergio Mattioli Photographer

Pure London – Ph. Sergio Mattioli Photographer

Pure London – Ph. Sergio Mattioli Photographer

Pure London – Ph. Sergio Mattioli Photographer

Pure London – Ph. Sergio Mattioli Photographer

Pure London – Ph. Sergio Mattioli Photographer

Pure London – Ph. Sergio Mattioli Photographer

Pure London – Ph. Sergio Mattioli Photographer