Whilst flouncing round Pure I noticed a competition-cum-designer X factor type project. Next Generation.
The idea was to create a platform for the creme-de-la-creme of emerging designers to present original collections in a strong forum thus gaining the enormity of exposure that Pure Spirit can offer.
Judged by a panel of five experts (understatement of this years calibre), the competition was insanely intense. The two winners; The Village Green and Connected Generation, received a stand, while nine runner ups were awarded highly subsidised rates.
I particularly admire Village Green’s manifesto: to bring quintessentially English gems back from the grave, with honesty and respect their forefathers. It reminded me of a store I saw in NY. It took tired threads & revitalised them. On occasion making them more desirable than they were in their newness. Shall definitely be visiting them in Covent Garden when next down 'sarf. (I'm very tired ...)
I'd really recommend looking at the winners and runners up, some truly great pieces.
The project has opened its doors again, this time for the August event. It's not simply to support the future talent, but to present buyers, press and visitors with the innovations and innovators of tomorrow.
Buyers were hugely impressed with this addition to the show, with buyers from iconic French department store Galeries Lafayette describing it as "an extremely interesting platform. We were taken aback by the passion from these upcoming designers." (Next Generation).
Check, check, check, check it out.