As Pure London and Stitch Menswear come to an end, this season’s events have proved record breaking as more and more brands from the world over came to London to exhibit to buyers and retailers. Highlights included Katie Price on the stage at
Pure Spirit, the contemporary youth segment of the show, as she launched her label, Day 22. The name for the brand was derived from Price’s birthday being the 22nd. Every 22nd day of each month will see the addition of a new item of clothing added to the collection. Lamis Khamis is the designer of the brand and was quick to separate Day22 from Price’s famous Equestrian line: “The KP range was based on bright colours and crystals, very Katie Price with Day22 we aimed at a different market.” The Day22 offers consumers a slice of celebrity fashion without a slice of Katie Price.
On
the same stage Drapers Editor Jessica Brown interviewed Drapers Award winner Lewis Yates of L Yates in Essex. Brown focused the interview on Yates’ techniques of marketing and merchandising managing to tease out from tips from the menswear and womenswear Indie. Yates said of the current fashion climate that “women are a lot more trend-led, men, for me, need to be a little more education. Perhaps a little bit more brand led”.
Whilst over at Stitch, brands exhibited that were attracted attention included Stone-Dri, a revitalised brand from 1940s Manchester that focuses on outwear, perfect for Northern weather. An earth palette with simplistic designs that trump detail over trend stood out among the endless Barbour-influenced jackets and brogues.
