The incredible founder and designer of Biba, Barbara Hulanicki has collaborated with slow-fashion ethical label Flare Street for a new AW20 collection which will be launching in the UK at Pure London. Barbara has created a hand-drawn textile design exclusively for Flare Street featuring on a range of modern and meticulously tailored flared bell bottoms and dresses

Celebrating the shades of fashion Pure London has announced an incredible line-up of inspirational new designers and much-loved womenswear brands, including the debut collection from Barbara Hulanicki for Flare Street.

The incredible founder and designer of Biba, Barbara Hulanicki has collaborated with slow-fashion ethical label Flare Street for a new AW20 collection which will be launching in the UK at Pure London. Barbara has created a hand-drawn textile design exclusively for Flare Street featuring on a range of modern and meticulously tailored flared bell bottoms and dresses. Hailing from Melbourne, Australia, all garments are hand-made and vintage-inspired.

With its electric atmosphere, a spacious, light-filled hall and stunning architecture, visitors to Pure London at Olympia London from the 9th to 11th February 2020, will also discover the new collection from luxury fashion designer, Matthew O’Brien. Since winning Britain’s Top Designer at 22, Matthew has spent the last few years building his brand where everything is the best of British, designed, sourced and made within the UK. 

Valentina Poltronieri, a young Italian fashion designer is presenting her new collection in the Emerging Talent space showcasing Italian craftsmanship. Chasing the Stars is the name of the new collection that will bring the viewers into an imaginary and virtual journey from Venice Beach to Santa Monica, Los Angeles, and Las Vegas. 

Hilary MacMillan is a contemporary, Canadian, cruelty-free womenswear brand. The eponymous brand was founded in 2013 and is renowned for offering versatile pieces in timeless silhouettes.

Silk meets the art of painting at Castlebird Rose, a Nordic slow and sustainable fashion designer brand. By recreating artists´ original paintings on genuine silk and other authentic materials, they design deluxe garments to give every day a touch of luxury and magic. 

1,618 will debut their first gender neutral collection. Manchester brand Urban Bliss will launch a new trend-led fashion collection including luxe knitwear and must-have outerwear. Lemuel MC creates timeless clothes from 100% linen, with ethical sustainability at its heart. 

Sofie Schnoor launches its Femme Power Autumn 2020 collection comprising strong, sharp cuts with soft fabrics and floral prints. AIRFIELD, the fashion label for the modern and self-confident woman returns with its innovative, high quality designs to fit every situation in life.

Derhy, the Parisian brand that launched in 1969, is celebrating its 50th birthday at Pure London by re-visiting its original fashion success stories. It was during a road trip around India that the Derhy family fell in love with the Indian culture and philosophy, the immensity of its ochre landscapes, the saturated colours of the women's saris and the sarongs. Recalling the nostalgia of the 1970's, Derhy has revisted their best sellers from the 70’s adapting them for 2020.

Returning to Pure London are Wibes, a French premium, ethical and multicultural brand creating contemporary and colourful sneakers made in Côte d'Ivoire, and Nomads, an ethical fashion brand based in North Cornwall, specialising in high-quality, contemporary garments that embrace colour and print.

As a global show that celebrates newness, Pure London, annually attracts over 300,000 industry professionals from the UK and around the world via its shows, and digital platforms offering 365 unique content.