Located in the heart of the city, Pure London S/S 2017 was more than just a fashion show. Full of new up-and-coming brands, all-time classics and must-see catwalk shows it was a place to attend for anyone interested in art and fashion. A space for artists to express themselves, and live life a little less ordinary.
With more than 700 brands showcased, over 300 were new to the show displaying unique British and European designs. From elegant cuts and structured surfaces, to prints and embroideries, designers worked hard to express their understanding of Arts through Fashion. It was fascinating to observe how different shapes were combined with transparent materials to create fresh and cool looks.
Favotell spoke to some artists to find out where their inspiration lied and what brought them to the tough wold of fashion.
Meet Sarah Watkinson-Yull- a founder and creator of Yull Shoes. She established her brand in 2011 while studying Fashion at the University of Westminster. While her new S/S 2017 collection is going tropical with prints and bright colours, Sarah says that she mostly gets her inspiration from British culture.
In addition to her classic Scarborough, Beaulieu, and Brighton styles, Yull will be soon introducing us with Pimlico and Moorgate heels. Seeing these shoes with bright colours and variations of prints, our team tried their hardest not to fool themselves into thinking they were on the beach soaking up rays with a margarita.
Producing shoes for 20-60 year olds, with some help from the Prince’s Trust Sarah Watkinson-Yull has steadily grown her business into an international brand with outlets in the USA, Europe, Australia and South East Asia.
Another Favotell' s favourite was a brand new established fashion line called- Zendrun.
Zendrun is a new accessories and apparel label with a bold and exciting ambition; to shake up and bring a new dimension to fashion retail. It was started by Patrick Astwood ,a digital artist who develop his vision of Arts through Fashion by having his arts imprinted on scarves.
Despite it being only a few months old it already had positive feedback from fashionistas in NewYork, France, China and Shanghai.
Being a combination of daring and the dramatic it can be seen as anything from Seven Samurai and Memoirs of a Geisha to the glittering futuristic worlds of Blade Runner and Dune.
The upcoming S/S 2017 Zendrum collection is inspired by such designers as Kansai Yamamoto, Yoji Yamamoto, Rei Kawakubo, Rick Owens and Alexander McQueen.
While we seek for upcoming fashion market leader we also acknowledge the job done by better known brands such as VENDULA LONDON.
Setup in 2003 it specialises in funky handbags and accessories. Helen Lambert - a business development manager of the brand says, that the inspiration is attained from mostly everywhere. From day-to-day things to vintage and authentic ite