Pure London, the premium event for progressive fashion buyers, will once again play host to the UK’s largest selection of footwear and accessory brands at the forthcoming February edition of the show (12-14 February, London Olympia). Featuring a range of new, international and niche brands showcasing their AW17 collections, the Footwear and Accessory hall is set to be one of the best offerings yet for buyers.


ew to Pure London this February, Spanish- based footwear designer Lola Cruz, who will

be presenting their highly attiticapted AW17 collection. Designed and created by Maria Jesus Gonzalvo, who followed her family's passion and heritage of producing profound, quality footwear, Lola Cruz’s collection reflects the perfect combination of style and sophistication, embracing high quality materials and embellishments.

Sitting within Premium along side Lola Cruz, is

Spanish label C.Doux, an established brand in the UK for over 20 years as well as Slack London, Lofina, Camper and Audley. The curated section will elevate Pure London’s dynamic footwear offering to cater to premium buyers and boutiques, looking for something special.

Also showing for the first time at Pure London,

Italian footwear brand The FLEXX will bring their unique ‘Stitch and Turn’ designs. The construction of their shoes ensures maximum flexibility in variety of styles from pumps to ballet flats. Colors of California, a label most well-known for

its colourful rain boots, will also join the footwear line-up. Whether spotted, stripy, floral patterns or details such as fur, the collection is influenced by current trends such as lacquer pumps and chequered wedges.

French Sole are also set to make their Pure

London debut, with their collection of classic ballet flats, while handmade vegan footwear brand Collection & Co will combine modern styles with ethical materials.

In addition to all of the new footwear brands,

Pure London will also play host to a wide range of the sought after labels that will be returning to the show. Unisa, an internationally renowned Spanish footwear brand, will make a welcomed return with their latest collection alongside Portuguese footwear label Fly London. Swedish brand Ten Points will be back to unveil their unique washed and dip dye collection with even more sustainable thinking. Other favourites among retailers and buyers include Birkenstock, Caprice, Unisa, Ravel and Yull BFA will add to the line-up.

Pure London has recently announced the

promotion of Gloria Sandrucci as Event manager of Footwear and Accessories. Gloria commneted: “The curated footwear and accessory edit for 2017 is exciting and fresh, we have a great mix of international and British brands, many of whom are exclusively showcasing at Pure London. Having worked on Pure London before, I am thrilled about this new appointment and I very much look forward to being at the show in a few weeks’ time’.

The next edition of Pure London will take place from 12-14 February at London Olympia.

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