Pure London reveals more Pure Edge vintage-inspired brands

By

Nigel TAYLOR

Published
Dec 13, 2022

Fashion trade show Pure London has released more details of its Pure Edge next-generation event with some key names for the line-up of the 12-14 February show at Olympia London being revealed.

Featuring a “host of pioneering designers set to showcase their latest collections”, Pure Edge and will join and complement the returning Gen Z section “by providing a new home for alternative lifestyle collections from around the world,” we’re told.

It differentiates itself by focusing on vintage and vintage-inspired collections, including those that used to be in Spirit. Meanwhile, Gen Z focuses on gender fluid collections.

Organiser Hyve said Pure Edge “stands firmly left of centre… firmly rooted in inclusivity and diversity and offering innovative, creative collections which inject colour, confidence and creativity”.

Exhibitors will be “independent, unapologetic, and diverse, proudly embracing difference in all its glory and offering bold collections that make a statement and demand zero-judgement”. 

Among them are British brand Innocent, which creates collections for “those all over the world who hate the mundane”. It claims to “push the boundaries of what society deems extreme with a dark yet playful collection that explores PVC, faux fur, buckles, lace inserts and unique cuts.

Then there’s Spanish theatrical brand Costurero Real with a collection that’s “an adventure in creativity and fashion”. It blends fantasy costume and fairytale-inspired fashion, with statement pieces, “referencing nature and fiction with bespoke fabrics and unique designs”.

Meanwhile vintage-inspired The House of Foxy takes its influence from classic 20th century fashion from the 1920s through to 1970s.

Particularly interesting Pamela Mann, formed in partnership with fashion icon Mary Quant. It has become a major UK hosiery specialists.

And vintage-inspired Collectif captures the styles on the 1940s, 50s, 60s and 70s. Designed in London by the in-house team the range features “a unique mix of bespoke prints, unique embroideries and timeless styles”.

And RockOff specialises in music and entertainment fashion and merchandise featuring a wide range of music superstars, including The Rolling Stones, Motorhead, Iron Maiden and a rapidly expanding entertainment range (taking in Star Wars, DC Comics and Marvel Comics).

Head of Pure Edge, Carole Hunter said: “Buyers won’t want to miss the diverse and innovative designers we will be showcasing. This new destination complements the energetic and youthful Gen Z destination and embraces difference in fashion and all the brands are offering something truly unique.”