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#purelyloves: Our Designers at #LFW

London is a city that fosters a large number of unbelievable brands that are just getting their start.

During #LFW, it’s easy to focus on the big names, such as Tom Ford, Burberry and Mulberry. However, London is a city that fosters a large number of unbelievable brands that are just getting their start. We highlighted our favorite moments from the runway shows and presentations of new designers that you should be paying attention to. One thing that we noticed was a serious focus on separates for spring in two-tone palettes. Love what you see? Be sure to spread your #purelylove by following them on the app!

5 Favorite Runway Looks from Our Designers at #LFW:
1. David Koma: When it comes to clothing, yellow garments often exude an air of sweetness. However, there is nothing wholesome about this ensemble. Koma created a modern and sexy look by limiting yellow to an accent color and creating an interesting texture with the top.

2. Giles: In recent seasons, we have seen a ton of separates that feel like sleep clothes-but we haven’t seen a pinstripe pajama-like suit, until now. Giles reminded us that comfort is still the priority of the modern woman, but that being comfortable does not have to exclude getting attention. This stunning ensemble opened the show and stuck in our mind as one of the best so far.

3. Mother of Pearl: As a brand that made a splash on the scene with prints, it was refreshing to see Mother of Pearl send something new down the runway. This white-on-white look felt so new paired with a sleek, white flat-form loafer and minimal accessories.

4. Isa Arfen: This brand stays true to its core identity: oversized shapes that somehow feel feminine, interesting texture and clean lines. This season’s update was all about accents. We loved the way Creative Director, Serafina Sama added a foot of fringe to the pocket of the otherwise simple coat and created serious drama with the skirt by placing a huge slit up the front.

5. Ashley Williams: Most designers stay away from darker hues for spring, but Ashley Williams based her entire collection off of shades of grey. She was definitely influenced by the 1960s, with her mod miniskirt and turtleneck combination-but kept the look from feeling dated with the zipper closure on the jacket and pee-a-boo slit up the left side.

*All images from

Written By Ava Donaldson