Pure London SS19 - Key Takeouts

Pure London returned to Olympia for the latest SS19 showcase across smart, casual and occasion-wear for women and youth.

As we basque in the current heatwave hitting London, we take a look at some of our favourite colour confirmations that will be coming through for next Spring/Summer.

Terracotta Tones

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A fresh, colour infused take on natural tones, SS19 will see terracotta as a key evolution of the orange family. Burnt and reddish hues sit back with white and yellow shades to create commercial harmonies across solid bases and prints. 

Mint Hints

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Lively turquoise and mint tones have been developing over the last few seasons, but SS19 sees a huge aqua statement through texture and print. Candy stripes and plisse drive nautical looks across commodities with zebra prints featuring as a strong animal print that also incorporate striping.

Candy Tones

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SS19 will introduce a multitude of pink tones paired back green and purples pastels. Tweed has shaken off it's Chanel associations with a fresh, more youthful aesthetic thanks to lurex threading, bold statement colours and playful colour combinations bringing Tweed into the present.

Pride Rainbows

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Pride celebrations have introduced a new marketing opportunity for retailers worldwide as brands continue to grow their social presence and consumer awareness. Pure London SS19 brands reflected this through all over, repeat stripe settings or considered taping in rainbow hues across commodities.