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Fashion Enter Apprentices Attend Pure London – July 2018


Fashion Enter’s Senior Lecturer Jo Price took her current cohort of apprentices for an educational industry visit to the UK’s leading fashion trade event – Pure London. Hosted bi-annually, in February and July, the event welcomes over 17,000 visitors through its doors at Olympia London and features over 1,300 womenswear, menswear and kids wear collections as well as 160 garment and fabric suppliers from 13 countries.

Jo Price: On Monday 23rd July 2018 I took a group of apprentices to Pure London. The majority had never been before including me.

Pure London is the United Kingdom’s leading fashion trade show which takes place twice a year in Olympia, London. Pure London ties in with seasonal trends and many brands showcase their collections for buyers to look at and hopefully place orders.

What we were interested in seeing was the presentation from fashion forecasters WGSN as apprentices were on the lookout for future trends.

The talk was insightful and informative; the apprentices were busy taking notes and photographs whilst WGSN discussed the trends for Spring/Summer 2019 which included:

Downtown Modesty,

Modern Prairie,

Soft Power Tailoring

Subtle Imperfections

Colours cited to be popular where shades of spice, red, orange and yellow as well as mixing bolds and pastels together. There was a move away from ruffles and smocking and ruching were making a comeback. Oversized blooms were emerging as a trend for pattern as were checks and animal prints.

There was a lot to take in and so many trends to consider and the apprentices were going to choose three to take forward to design. All in all the apprentices really enjoyed the day and I am looking forward to visiting in February next year.

Apprentice Georgina commented:

“This was the first time I went Pure London and I was surprised how big the event was with so many brands. For me this was an excellent learning experience as I realised that there are lots of small brands that can create their own collections ensuring fabric is fit for purpose intended as we covered in the unit Materials Used in Manufacturing. The unit Investigating Markets was also really useful for visiting Pure as I understood about competition, SWOT analysis and every brand needs to have their own unique selling proposition.

“This was such a good visit as it just combines all that we learn together.”

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