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From Rails to Runway - Pure London catwalk preview

Renowned for its inspirational catwalk shows, Pure London returns this weekend with three catwalks stages across London Olympia and Earls Court 2. Buyers can view edited collections and S/S12 trends from womenswear, young fashion, accessories and footwear brands.

On the Inspiration stage, world-leading trend forecaster WGSN and celebrated style pundits will unveil the key trends for S/S12 in their WGSN vision catwalks. Joining the Inspiration stage is an ensemble of Directional brands, displayed daily on the catwalk. This season’s brands include: YaYa, Brazil Roxx, Totem, Aurea Prates, Annaive, Custo, Natural Cotton, Rene Derhy and Oshun.

The Contemporary stage will feature Boutique and Studio catwalks.

In Boutique, Occasionwear label Anoushka G will join the line-up and unveil two new capsule collections to mark its 10th anniversary. The first, Anoushka G Vintage, provides a retrospective of iconic styles from its archives, and the second, the Diamond collection, comprises six opulent evening gowns in an array of vibrant hues of poppy, geranium, orangeade and grass. Other stunning brands include Mac Duggal and Ian Stuart.

The Studio catwalk includes a mix of contemporary brands offering timeless collections. See the likes of Mais il est ou le soleil?, Mado est les Autres and Kokomarina.

The very best, on-trend collections from Spirit Young Fashion will take to the catwalk in energetic scenes reflective of the current youth market. Expect to see brands such as Angeleye, Forever Unique, Glamorous and Rinascimento.

The catwalk will bring Vero Moda’s 40-strong line of dresses, tops, trousers, blazers, leather and suede pieces to life, styled up to take you seamlessly from desk to disco. Downtown fashion from VILA will incorporate washed-out denim teamed with ethnic print tees and relaxed knits. And if that doesn’t whet your appetite, ONLY’s extensive denim range is guaranteed to inspire the jeans buy.

Yumi’s quirky flora and fauna-inspired designs, and Iron Fist’s rebellious tattoo and stencil-inspired prints and footwear are also tipped to steal the limelight.

Half scenes from newcomer Little Mistress will focus on its ultra-wearable, feminine body-con dresses and embroidered, vintage-esque separates, alongside trend-led Spirit brands Yuki, Ruby Rocks, Punky Fish, Klakina, Missterious and Lovestruck.

And the excitement doesn’t end there! On Monday 8th August 2011, the hotly-anticipated SS12 collection from Katie Price’s label Day 22 will also hit the catwalk, exclusively at Pure London. The model-turned-designer will star in the show and participate in a short Q&A session.

by Rowoo/Luis




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