This week saw the return of Pure Womenswear at Olympia, London sponsored by Desigual. The show promised to be as popular as ever, by attracting reams of industry professionals to the annual fashion trade event. And they did not fail to keep the promise, as the event saw a record number of visitors and brands alike.

The vast array of brands on display were chosen for their excellence within the middle to high end
womenswear and accessories market. Boutique section offered casual wear and exquisite evening
and occasion wear for the modern woman. The studio section exhibited modern an extensive
blend of time-less and tailored works.
For the woman who always wants to look young, creative and edgey the Spirit section offered
visitors exactly that, with the collections ranging from street inspired brands and finest denim
through to feminine original designs, when it comes to fashion choice you couldn’t get much better.
For all of you who like to be ahead of the fashion pack with the upcoming seasonal trends, Pure
had a lot to offer you! Throughout the day there was a range of catwalk shows and presentations to
help you better understand and be prepared for the trends for Spring/Summer 2010. The main
catwalk line up featured the full collections of an array of the most impressive new brands and
most compelling labels, such as Aftershock London, Anoushka G Couture, Lauren Vidali, Mais il
est u le soeil? and Mina.
Perhaps the most valuable presentation of the day was the Drapers Trend Presentation, with guest
speaker, Drapers Laura Jackson, guiding you on how to buy into the season's (Spring/Summers
2010) key colours, fabrics, prints and silhouettes of the must-buy womenswear trends. With me
being the lovely person that I am, and us at the network always wanting to spoil your little selves,
I’ll give you a quick low down into some of the trends that are set to be key in S/S 2010:
• The focus will be upon soft dresses rather then separate pieces.
• Fluid silhouettes, rather then following the more structured silhouettes of S/S 2009.
Featherweight tops and dresses will have a strong Grecian drape feel. Materials such as silk and
chiffon, will be used to create the fluid/flowing look. Details like ethereal ruffles, flounces and
draping bring define a subtle femininity.
• The colours will consist of 3 main palettes Nudes, Brights, Pastels.
• Floral prints will still be a feature but will be likely to appear in a much more abstract form.
• Geometric prints will also be a key feature throughout many brands collections.
• A key item will be the leather jacket, but in soft Nude colours, such as caramel.
• The 80’s trend is likely to remain in the season but in much more softer forms.
• Nautical is sticking around but many designers collections will veer away from the traditional
nautical colours of red, navy and white.
• For S/S nights out fitted dresses will key, they will be tight and relatively short, to give an
altogether more femein look.
• Animal print will also remain a key feature.
• Grey to be teamed up with the bright colours palettes. So perhaps a grey skirt teamed with an
edgey bright vest or tee.
• The raw and rugged effect, which will be achieved with crinkled, deconstructed fabrics and
layers.
• Exposed undergarments and simple tie closures are some of the details that will bring the
island-stuck feel.
WGSN also featured with a workshop style seminar which covered the rising of power of youth,
giving top tips on the up and coming youth fashion.
It was a fantastic event that did not fail to disappoint. For those of you that did not manage to get
down to the event, we highly recommend that you get down to next year, as it is definately worth
the trip.

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