Pure London launches Spirit Village

For February, Pure London will see the launch of a new section called Spirit Village. Presenting promising young names in fashion, the new area is set within the Spirit zone. Buyers visiting Pure London will have an exclusive preview of the new collections by Vivi, emilyandfin, Jam, Alexander Longe, Amma, LDG and Isis Cashmere.

Vivi Ponti, former designer at Roberto Cavalli, launched Vivi in January 2008. The handmade collection of mini, printed dresses and tops featuring unique motifs. Sharing an interest of all things cool, quirky and vintage, emilyandfin were inspired by their ravels and have developed their collection of one off pieces by playing with pretty prints, vibrant colours and flattering silhouettes. Jam will bring brightly coloured designs, floral prints and appliquéd bows.

Jam designers Jenni and Michael commented: "We decided to show at Pure London as it is known for its wide range of buyers and diverse exhibitors. We would like to expand our growing wholesale business and feel that Pure London is the perfect platform to help our business grow."

Pure London for AW09 is taking place at Olympia London from 8-10 February 2009.

Image: Vivi Ponti