Young Fashion section to house over 200 feminine brands

Likewise, The Pretty Dress Company have chosen striking colour schemes and daring prints for their collection, which will include a variety of high-neck dresses, strapless styles, full skirts and floor-length gowns. As an added touch, the dresses will feature sequin embellishments, oversized bows, peplums, lace cut outs, and retro animal prints.

Ruby Prom will present a metallic-based collection, perfect for girls looking to make a statement at their prom with either a thigh-high split or dipped hem dress. For a vintage twist, Ruby Prom will be working lace into their pieces to create a high-end couture look.

Returning to the show Little Mistress goes prim and proper for their initial 2013 injection; the 1960’s are in focus for their first offering of the season with a hint of the 1950’s silhouette. Added texture and detail through feminine appliqué, cutwork, embellishment and monochrome stripe sequin to rework old classics.

The 1950’s is reflected through the fit and flare with the bold, statement colours. Oversized embroidery and crochets are key to detailing seen in scalloped edge panels and used throughout designs.

Mark Ashton, Managing Director of Little Mistress commented "Little Mistress exhibit at Pure London twice a year as we believe it is the only show that caters for a younger audience. Pure London is vital for Little Mistress, it’s our perfect opportunity to expose the brand and offer the buyer a chance to soak up what we are all about!"

Pure London is the UK’s favourite fashion buying destination, takes place twice yearly (February – A/W edition and August – S/S edition) at London Olympia. Home to over 1,000 contemporary and premium womenswear, young fashion, footwear and accessories brands, Pure London attracts over 12,000 visitors to each edition.

The show also offers 6+ catwalks each day, a full seminar programme and inspirational trends from market-leading magazine Drapers and global trend forecaster WGSN.

Pure London