UK's premium event Pure London kicks off SS15 edition

The eclectic brand offering, which sees over 250 international names join the best of British,were divided into six dedicated sections: Agenda, Allure, Aspire, Spirit, Footwear and Accessories. Located in the Grand Hall, Agenda showcases high-end, cutting-edge designs from over 35 womenswear brands.

The section welcomes many first-time exhibitors including luxury Spanish brand Justicia Ruano, authentic Italian label Es’givien, and German pret-a-porter and eveningwear brand Christel und Sinn, to name but a few. Italian association COOL HUNTER brings a selection of emerging Italian designers to the show, including Francesca & Veronica Feleppa, Alice de Bellis, La Femme, Gaiofatto, and Paglia Milano – all of which exhibited in Agenda.

Other new, niche and established names in Agenda include: Whiite, Caterina Stratan, AV by Adriana Voloshchuk, HUMANOID, Tèr de Caractère, D.Efect, Lei Lou, Pomandere, Walkboxx & Silkboxx, Melinda Looi, Ana Alcazar, Code Le Vush, Ilse Jacobsen, Tony Cohen, Morgan Kirch and Angela Beaumont. Dedicated to showcasing stylish staples across day, evening and occasionwear, Allure provides an equally inspirational offering of contemporary womenswear brands this season.

Exhibitors from across Europe, Asia, the US and the United Arab Emirates join a selection of British brands including Joe Browns, Dynasty and Nataliya Couture. Born in Luxembourg and encompassing Italian couture, Manalena launches at Pure London with their SS15 collection. Israeli brand Alembika welcomes an explosion of colour for SS15, while German brand Eve in Paradise, American brand Adrianna Papell and French brands Leo Guy, Fuego and Pause Café, also adds to the international line-up in Allure.

Additional names housed in Allure include: Fifth Season London, Blue Sea Blue, Mascara, Badoo, Cristina Gavioli, Pomodoro, Out of Xile, and Join Clothes. Also located in the Grand Hall and playing home to over 100 brands is Aspire; the section offers stylish pieces and contemporary classics with a diverse mix of on-trend workwear and off-duty casual cool.

Petit Bateau returns to Aspire this August, offering traditional French style through nautical and preppy designs for SS15, while German brand COSANOSTRA showcases their dedication to Italian artisanship through a stylish, quality collection. Brise, YAYA, Bosideng, Y.A.S, and Strena are just a few other names to be found in Aspire. Among the international offering, many of the brands are exhibiting for the first time in Aspire this season, such as Natural Cotton Colour, Lion of Porches, Vanessa G, Taifun, Fuvavi, and B.design.