Pure London: new exhibitors to know about – Milo & Saint

In a new mini series in the lead up to the host of internationally recognised trade fairs happening across the UK over the next couple of months, FashionUnited is looking at some of the emerging designers exhibiting at these events for

the first time. Founders and creative directors are giving us insight into their labels and why they decided on a specific trade fair. Here we talk to Lucy Green, Founder and Creative Director at Milo & Saint, about the direction for her luxury handbag company, which launched in 2007, and the hopes that Pure London will help brand awareness both in the UK and internationally.

Who is Milo & Saint brand?
We are a limited edition, luxury handbag company. Our collection is an exciting infusion of distinctive London styling, hand chosen Italian leathers and English charm. All our bags are beautifully handmade in Europe and feature our signature design elements such as box pleating and our famously quirky linings.

What fairs/tradeshows are you at this season and why did you choose Pure London?
We are only exhibiting at Pure London this season because it's the only trade fair that offers the right opportunities for us.

What makes Milo & Saint special?
Apart from the ultimate in quality, we're consistently different. We work with some really interesting leathers that you won't find anywhere else and our linings are always something very special. We take inspiration from some typically British sources and create bespoke linings that will make you smile every time you open your handbag. Our peach and white stripe lining is inspired from holidays at the seaside and next season we have a hand painted Greenfinch pattern because these are my favourite birds on our bird table!

Who is your target customer?
We have such a variety of customers I don't think I could choose just one group. We love that our bags look fabulous on everyone whether you're wearing a city suit or your skinny jeans, they really can make an outfit. Although they are statement pieces, our bags are also an investment and we feel strongly that they should be enjoyed for years and not just one season. At Pure we are mainly targeting independent boutiques because they offer more of the bespoke collections that complement our handbags.

What do you expect of your first participation at Pure London?
I’m confident that Pure will provide a great platform to launch the brand both in the UK and internationally. I really believe in the collection and I’m excited to have the chance to showcase it to so many visitors.

What is going to be your bestseller this coming season?
Traditionally the Hardwick is the most popular style but we're launching our new Fentiman Satchel at Pure and we've had some very positive feedback already so I wouldn't be surprised if this style steals the Hardwick's crown!

What do you hope target/sales wise to achieve from exhibiting at Pure London?
It's very hard to say as this is our first show and therefore have nothing to compare it with but we are hoping to get some great new stockists. We would love to come home with some orders from the niche boutiques that offer a really personal service because that's something we feel strongly about.

Milo & Saint can be found at stand number L54 in the Gallery at Pure London.