Tradeshows: Pure London & Scoop – Classic Shirting Reinvented

As London’s womenswear tradeshows Pure and Scoop took over the city this week to present SS17 ranges, we saw the return of classic shirting, but not as we know it.
Deconstructed shirts were the order of the day, with oversized and feminine silhouettes being key in classically crisp whites, traditional blues and stripes. There was particular attention paid to adding interest to sleeves, with fluted styles and exaggerated cuffs becoming increasingly important. Cold shoulder and bardot styling along with frills and ruffles offered further updates, an interesting new direction that sits comfortably within the all important Romantic macro trend of SS17.
Shirting SS17 Scoop Pure London Trend
Shirting SS17 Scoop Pure London Trend

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