Friday, 18 February 2011

Pure London

2011 February at Pure London was packed with fashion! I attended last Sunday and spotted some great new brands along with new SS11 collections of some favourites.

Monkee Genes have added some essential styles to its organic denim range.

My favourite, and part of their new SS11 range, were the utility jean with cute side pocket detail. The skinny fit, tan colour and added bonus of being ethical are hard not to love.

Other exciting new styles were the ultra skinny fit and harem pant for women (although these could look just as stylish on men and 85% of their product is actually unisex) and the drop crotch rider for men. Finally the new style chinos available in tan and retro blue I think will be really popular for SS11. Perfect for warmer days.

Pants to Poverty had an attractive display of their new High Summer 11 and AW11 ranges.
There were some lovely colour popping additions for HS11 in sky blue, emerald, pink sorbet, magenta and pastel mixed stripes.

I loved the red multi stripe boxers for women as they are the perfect comfortable sleepwear when its time to throw the duvet off in summer.

I was so excited to see Goodone’s new SS11 collection at Pure, as I am a big fan of their figure hugging sporty designs made by up-cycling materials and garments.
The items on show were unique and fashion forward and it’s easy to tell from looking that they will look great on the body.

I love this piece with a simple shape and deep front pockets with the cable knit cardigan twist.

Other pieces that stood out to me were the waistcoat jacket and the black dress with panelling. The dress is really on-trend for AW11/12 and WGSN’s prediction of the ‘Faux Real’ trend.

My favourite shoe brand Beyond Skin had some amazing new boots and heels for AW11 in faux snakeskin and ‘Dinamica’ faux suede (a 100% PET recycled material) mixed with their signature bold prints. 

People Tree had some gorgeous new jewellery to showcase. Here at Ethical Heaven we loved the new silver cuff!

Designer Minna (who is another favourite here at Ethical Heaven) was showing at Pure, her feminine shaped clothing and fabulous cuts, mixed with lace that is all made from sustainable, organic and locally produced textiles. 

Alanna Skelton

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