IN BRIEF
BY HELLE MATHIESEN
PURE LONDON AW17 WANTS TO FUEL YOUR SENSES
Pure London invites its visitors to unleash their individuality and let their curiosity take them on a journey through to AW17 , as it unveils a bold new theme , website and exhibitor line-up inspired by WGSN ’ s AW17 trends forecast . “ Saturated Soul ” explores the prominence of nature , magical power , otherworldly feelings and the intense space between nature and being . It ’ s a powerful combination that builds tension and elicits curiosity . The prominence of nature emphasises an all-consuming , omnipotent feeling . This emotive trend , which takes on Pure London ’ s theme for February 2017 , discovers the elements that set our senses soaring and represents who we are as a brand , a retailer , and an individual . What individuals buy represents who they are . Central to the trend is the use of colour and fluidity in fashion . A deep , rich palette sets the tone for the season , while shapes remain relaxed and deconstructed , with free flowing styles designed to cover an individual ’ s physicality , rather than define it . These elements have been built into Pure London ’ s creative campaign and website , to fuel creativity amongst its audience with insightful content and a fresh , styled aesthetic . These sensory communications will filter through to the show floor , where visitors can touch , feel , and buy with ease , as well as hear invaluable advice from a whole host of industry experts . Among the speakers line-up are representatives from Harrods , Fenwick and Mr Porter . 700 global brands will be showcasing their latest collections at Pure London . Pure Man , the show ’ s dedicated menswear section , will continue to grow this season , adding to the comprehensive collection of womenswear , footwear and accessories , as well as athleisure - a new area of focus for 2017 . The next edition of Pure London will take place from 12-14 February at London Olympia . For more information , visit www . purelondon . com .
PURE LONDON
B . YOUNG
B . YOUNG : FEMININE MEETS COOL
The season is changing , the leaves turn golden and colours are embracing the early autumn . The Autumn / Winter 2017 collection from b . young is inspired by nature ’ s own colours and it is with a desire to tap into something wilder . The nature inspiration is merged with sporty and modern details , and the collection is rich in materials and natural in fibers , where animal features come in cozy and hairy knits . The look is mixed with feminine details such as flounces , ruffles and pleated elements . Another theme is East meets West , and this direction has an underlying inspiration from military elements and eastern Zen atmosphere . It contains elements like utility fabrics , statement detailing and nature ’ s creative camouflage prints . Graphics are inspired by Japanese flowers and are mixed with feminine laces in soft materials . Silhouettes have simple and clean lines with a soft touch of volume .
14 | ISSUE NO 01 JANUARY 2017 | MODEBRANCHEN .