Di Luisa Terzulli
From 7th until 9th of August 2006 fashion was on its own ground at the Olympia Exhibition Centre. Organised by Pure Magazine, the fashion magazine published by Emap Communications, Pure Womenswear Exhibition showcased more than 500 exhibitors presenting their new collections, in a space cleverly distributed on two levels – clothing and accessories/footwear – while the catwalks followed one another regularly every 2 hours. As Fashion does not come out straight from industrial factories and boutiques, but flourishes from sketchbooks, from chromatic studies and paper patterns, fabric remnants and almost artisan work, it is fair to remind and heighten its artistic value.
Strictly open to press and people working in the industry only, the show has been a window on the next season’s fashion. Austere lines or daring colours, from warm nuances to fanciful cuts, every style and inspiration found place in the 3-day exhibition dedicated to discovering how we will dress in the next months.
The most interesting thing is the double direction in the relationship between Fashion and who makes use of it: it is the finished work of a designer, the final result of a process to manifest one’s own creativity and personality, and at the same time it becomes a means of communication and expression for whom who choose that specific garment or designer. To enhance this concept of dialogue, each stand boasted its own representatives entertaining, promoting and answering the visitors’ questions about the label or the collection.
To uphold Made in Italy’s good reputation, about 40 companies arrived from Italy showcasing the last novelties from home fashion. In the lead of all was Max Mara group, present with different labels, which in particular preferred to appear with their own people instead of delegating the UK agents, thus allowing a frank and direct dialogue about all that is concerning the world of the fashion house from Reggio Emilia. Amongst these, particularly sensitive to art are the youth label Lato/B (B/Side) – which can boast exceptional models for the new collections: the dancers the worldwide renowned company Arteballeto, from Reggio Emilia too – and Pennyblack.
Pennyblack made optimum use, with class and discretion, of the trinomial fashion-art-cuisine, combining the high quality of fabrics and the elegance and versatility of cuts with Parmiggiano Reggiano cheese, balsamic vinegar and white wine tasting. Very agreeable was the cordiality of their representatives, and especially the export manager Luca Dallai, with whom we took delight in a conversation and exchange of points of view about Italian arts. If at Pure we were clients, for Pennyblack we were guests.
The next edition of Pure Womenswear Exhibition will be held from 11th to 13th of February 2007. To register or to get information, images and films from this last edition visit the website www.purewomenswear.co.uk.
Copyright 2006 GIORGIOSTUDIO – All rights reserved
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