Pure Premium to launch this August

This August Pure London will be launching a premium section, Pure Premium, to house high profile contemporary womanswear designs. Taking over the surroundings of the Pillar Hall at Kensington Olympia, 12 international labels will be on show including Best Behaviour, Stefanel and Mardi Jeudi. Each label in Pure Premium is handpicked and representative of the best high-end boutique brands in the market. Danish brand Best Behavior, established by the designers Marie Ørberg and Malene Brøchner in 2004, will be showcasing its collection, while one of Italy’s largest fashion houses, Stefanel, will be presenting its latest collection of ultra feminine designs mixed with urban chic to buyers and retailers.

LACOSTE signs Alexa Chung for new female fragrance

LACOSTE Fragrances has signed style icon Alexa Chung to front its new female fragrance, launching globally in January 2011. “I’m very flattered that LACOSTE invited me to model for its new female fragrance. I’ve always liked LACOSTE’s casual chic image, so I’m excited to be representing the brand in this new campaign.” Alexa Chung. Alexa has recently won the Editor’s Choice category at the Elle Style Awards and was No. 1 in Vogue’s Best Dressed List 2009. As well as gracing the covers of top style magazines from Vogue, Harper’s and Elle to WWD in the US, Alexa has written a successful column for The Independent newspaper and is a contributing editor to British Vogue. “We’re delighted to be working with Alexa as an ambassador for LACOSTE as she perfectly encapsulates the brand’s youthful, modern image: stylish and vivacious with a free-spirited aura, she exudes an effortless dynamism that makes her the perfect fit with LACOSTE.” Tim Sayler, Associate Marketing Director for LACOSTE Fragrances.

Not Just A Label limited edition tees launching 23 June

Not Just A Label (NJAL) is launching a limited edition collection of organic cotton tees in partnership with new fashion talent Patrick Mohr, Aoi Kotsuhiroi and Spon Diogo. NJAL worked with three designers chosen for their sustainable sensibilities and eclectic style. London based Japanese designer Aoi Kotsuhiroi has the expression of her jewellery design translated through print on her sheer cotton fabric ‘Nowhere’ Tank Top. Patrick Mohr is one of Germany’s most current designers; his loose-fitting T-shirt silhouette provides a template for the style of the NJAL T-shirts. The simplistic graphic black and white fabric divide on both the T-shirt and tank gives a masculine edge and simplicity to these unisex styles. Spon Diogo is the design duo that provided the print for the third unisex T-shirt. With the graphic and structured take on prints and cuts that is characteristic of young Danish design, the Ying Yang T-shirt balances out the collection. The Not Just A Label Organic T-Shirts will be available in a limited stock from the online shop notjustalabel.com from 23 June, priced at £55.00 each.

New range of shoes from Moschino and Kartell

Following the success of the Mademoiselle chairs designed by Philippe Starck upholstered in original fabrics, the joint venture between Kartell and Moschino continues with the presentation of their first collection of plastic footwear for the Spring/Summer 2011 season at Pitti W today. The colourful, lightweight BowWow ballet flat shoes are entirely made from interwoven plastic with the addition of the iconic Moschino bow. The shoes are available in red, white and black, plus a wide range of summer colours – peach, geranium, yellow, forest green and periwinkle blue – and a two-tone version with black uppers and white bows. The “BowWow” shoes are the fruit of Kartell’s progress in the design of surfaces and textures, and are manufactured with an Italian industrial moulding process using a top-quality, non-toxic thermoplastic technopolymer that is 100% recyclable. The Moschino and Kartell collection will be on sale from January 2011 in leading multibrand boutiques, single-brand Moschino stores and Kartell flag stores throughout the world with a price of 85 euros.