5 fun trends we spotted at Pure London

Pure London is one of the UK’s biggest fashion trade shows, making it the perfect event to get to know some new designers and trends.

The cavernous Olympia London was packed to the brim with garments in all materials and colours, jostling for attention. We picked out five of our favourite trends to showcase, pieces that are transeasonal and perfect for the icy London weather as well as the steaming Australian summer.

Matching Sets

Gone are the days of the matching teeny crop-and-booty-shorts sets, and instead comes its sophisticated older sibling, the two-piece-suit. More than just the standard black suit your parents wear to work, this sets could consist of shorts and a blazer, fun patterns and even interesting textures. This one from Lavish Alice is made up of a cape jacket and wide-leg pants, in the very relevant colour of khaki.


Thanks to Gucci, this is one trend that’s not going anywhere. Embroidery on your shoes, embroidery on your jeans, embroidery on your bags, if you can thread a needle through it, put some embroidery on it. This leather jacket from Urban Mist is a new take on a classic wardrobe staple, and with relatively muted colours in the pattern you’ll still be able to throw it on over any outfit.


Vinyl and PVC are making a HUGE comeback, and for the more daring of us it makes quite the party statement. We’re loving these classic black and striking red pants from Daphnea, sure to keep you warm in winter. If you’re currently sweltering in the Australian sun though, you might want to go with a skirt option instead and save yourself from sweating a river.

Sleeveless Coats

Super cute, tran-seasonal AND can be worn on its own. Sleeveless coats have been rising in popularity lately, and this Danity Paris piece comes in a selection of colours. The double-breast and gold buttons gives it an edge of class, and you can layer it over a turleneck or some jeans in winter to keep you toasty.

Puffer Jackets

Okay, probably the only trend you can’t wear every season (however Toast Society have some lighter options perfect for summer), puffer jackets are gaining popularity and being snapped all over the streets of fashion weeks worldwide. Be daring and try one of these funky colours from Glamorous, or play it safe and go with a trusty black puffer, but either way, it’s time to give in to the puffer temptation.

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