Pure London introduces Pureism

Contemporary fashion trade fair Pure London has announced its new theme for its upcoming February 2016 show - Pureism.

Inspired by the art movement 're-master' forecast by WGSN for Autumn/Winter 2016-2017, the new imagery for the theme is built formed of brush strokes from Rembrandt paintings, supplied by the Rijksmuseum in Amsterdam. According to a press release from the trade fair, the "contrast painting segments in the foreground tell the story old with new, signifying old classic styles re-imagined."

The new theme has been translated to Pure's new campaign, catwalks, featured areas as well as live art installations which will be presented throughout the show to inspire buyers as well as visitors. Pureism is also carried across Pure's website, which includes a new 'wish-list' section aimed to help buyers and retailers discover new brands through extensive look-books and image galleries. "We will definitely be reading all the new Look Books each month," commented Adriana Green, co-owner of the Scarecrow Boutique. "It’s a great idea having an online wish list for buyers, this will save a lot of time editing and finding new and existing labels."

The new theme was designed to connect with Pure London's new look and layout, as well as the introduction of men's wear. Over thirty men's wear label have been confirmed for the upcoming show and will be positioned at the front of the Grand Hall, near to the contemporary and premium sections at Pure. "I was excited to hear about the new layout for Pure London," added Victoria Rex from The Women’s Society Boutique. "I think the relocation of the catwalk will be pivotal in pulling the back of the show together, in a sense it will flip the way the show will walk which will be intriguing and new for visitors. The introduction of menswear is very innovative and will attract a wider customer base, I am keen to see how this works especially in the trend of continual growth in this sector."