ATWearsF/W 2012London

>Pre-Fashionweek: PURE London


Waking up at 7 am on a Sunday? Might be absolutely unimaginable for many people but in fact was the best I could have done yesterday: I got the amazing opportunity to attend the first day of PURE LondonUK’s favourite fashion buying destination with a fair number of over 1000 brands presenting their collections. And what a day that was.
The morning started off with a great fashion show of various brands (Cannisse and Mado et les Autres among others) representing womenswear F/W 2012 and indicated, besides from all the different trends, some amazing pieces I’m now craving for so badly (coming back to this in following posts). Lucky as I am, I got the chance to sit in the first row, so trend predictions were easily to do and although I’m still lacking of professional photography skills, I captured a good selection of displayable photos for Pulcinella. A definite thing I can already tell is, that Fashion Istanbul (The Fashion Atelier Project from the Istanbul Chamber of Commerce) and their different creations were my absolute favourite. The patterns, the cuts, the materials – it seemed as if I’m starting to build a further interest and enthusiasm in middle eastern designers (I can tell: The ladies of Istanbul Fashion simply rock).
As this is my first time attending Pure event, one can imagine how blown away I was with all the variety in accessories and high street clothing. It’s just simply overwhelming and fascinating what a fine line there could be between high street and high end clothing, which got even reinforced by Lorna Hall‘s, senior retail editor of the world’s leading trend forecaster (WGSN), fashion forecast talk for F/W 2012/2013. Avoiding the possibility of total boredom while reading these lines, I will leave out all the different trend predictions but some points I recognised while flipping through all the different designs, were the strong contradiction of wild patterns being mixed up with clear cuts and on the other hand, minimalism in unexpected shapes. Wherever you look at: It seems to be all about the tricky game of demonstrating total style consciousness in blending unusual patterns and cuts. I’m still not sure about the whole overall flowerprint trend, which can be clearly referred to Céline as the initiator but it might possibly be that I see myself in such a blazer or trousers some day. Never say never. (Oh just to mention one thing by Mrs. Hall: Lace won’t leave fashion for the upcoming seasons .. which especially makes me happy although I guess it’s such a timeless material.. it just could barely go out of any trend). 
As time went by (and it went FAST), I also attended another fashionshow, the Young Fashion Catwalk. Presenting another compilation of brands with a younger spirit, this was quite different from the womenswear in the morning. Due to the quite edgier way of looks, the atmosphere seemed much more relaxed. Here, my absolute favourite was definitely Forever Unique with their glitzy and shiny creations. I will do an extra post about them just like for Istanbul Fashion as they really impressed with outstanding creations and just lovely pieces. 
This day was finally completed by a talk about “Successful women in fashion” featuring Rita Britton (Polyanna), Janet Thurston (Janet Thurston and Mary Skinner Agency) and Pamela Schiffer (Pamela Schiffer Boutique, North London). 
You might notice my little lack of describing the rest of the day in proper words but as I had so many different impressions of the day the moment I turned myself around (and I’m not exaggerating), it is hard to put everything in just one post. I therefore will talk about specific labels and their designers the following posts and I will surely keep up with other updates. 
I will now rush off to day two of Pure London, the exciting event just before London Fashion Week begins.. . 
Fashion Forecast A/W 2012/2013 by L. Hall 
Womenswear F/W 2012 
Istanbul Fashion (extra post following + the dress…no words for this! I’m in love)
Young Fashion Catwalk
Iron Fist (extra post following) 
Yumi (the left dress.. i like) 
Angel Eye (the jacket above…another favourite piece)

About Author


With an Austrian and German background, Anna has lived in London for almost 7 years now. started as a personal fashion & lifestyle diary in 2009 and was re-launched in 2015 with a new design.

  • Adele

    >Some fab designs xoxo

  • Gabriella Loconte

    >Some amazing pieces! looks likes so much fun


  • Psycho Cat

    >Great pictures and amazing pieces, I love this

    Thanks for sharing ;)

  • Kim

    >Thank you for the comment – following you too now x

  • Julia Sh.

    >Omg, you are so lucky… I wish some day also attend an event like that!
    I adore these photos!

    Julie –

  • – Fashion Fi –

    >You'r look amazing :D and so lucky !
    Kisses from Portugal (:
    Fi *

  • Silvia

    >Want to be there!! Love that collection!!!

  • Silvia

    >amazing blog!!

  • Helena Silva e Sandra Oliveira

    >Amazing pieces! Following. (: (I hope you like!)

  • Elin Kling

    >So cool clothes.. LOVE

  • -E.

    >Really good pictures. I love the skeleton shirt and also marine dresses.

    I thought I already followed your blog, but my mistake. Maybe you can follow me back now?


  • khaleesi style

    >Hi baby i like your blog
    İ join your blog and follow u
    Pls join my blog too
    İ put some photoes about fashion week in turkey

  • ChailSuccess


  • Squared

    >these pictures are amazing!
    I love your blog! Let's follow each other!

  • thehiddenfairy

    >i love the collection!

  • Raffaella

    >nice pics! i really like your outfit!!! xoxo

  • WOLF359

    >These look awesome! I really like the pictures you made of the event!

  • AndréiaFSalim

    >Your blog is always so wonderful !!!:))
    I loved this post !!!;)

    A great weekend!

  • ~ JOANNA ~

    >Very original stuff. I like the most the colorful blouse with a face ;)
    Joanna from

    PS. Take a look at my Lady Gaga's outfit with cat eye glasses and metallic blouse. If you like it, please follow me. I'll be happy to follow you back :)

  • Jacquelyn

    >Love this, great outfits. I really like that pastel green romper!

    XO J

  • Fashion Mom

    >what a luck you have to attend this show! Well, I love the same pieces you like ;-) but i like also that mint jumpsuit, too cute!
    And of corse you look so pretty again on the picture with your hair rearwards and your red lips. Matching perfect with your skin color, you are such a beautiful girl x

  • Angela sabater lozano

    >but more ideal pictures, they are perfect! as your blog is amazing, I loved to! thanks for visiting my blog … so I have known you and follow you Now!
    many kisses and see you soon ahh, happy valentines day

  • Gelianne Alba

    >wow, how i wish i could also attend shows like this! loving the collection of gorgeous outfits!
    love your posts! i'm now a follower :)


  • anurbanexplorer

    >hi dear! loving your blog as well! follow you now too!


  • Marianne M.

    >wow you are so lucky for being able to attend fashion shows.
    by the way i am following you via BLOGLOVIN, since we both have a limited number of bloglovin fans mind you follow me back?

  • Ruth Arthasya

    >Lucky you! And, great pictures<3

    Following you:)
    It would be so great, if you follow me back:)

  • Hannah Rose

    >This all sounds and looks SO amazing! Thank you for the lovely comment on my blog :) Im totally following you, this is an wonderful blog you have here! Love it!

    xx Hannah Rose

  • Lisa

    >wauw, beautifull!

  • The name is See.

    >Lovely. now following, hope you can do the same. =).

  • fashionaddiction

    >wow great blog hun..these pictures are amazing..following you check out my blog too, hope you u will follow me back :)

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