Dec 21, 2021
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Combined Scoop x Pure show launches creative campaign

Dec 21, 2021

Forty-nine days and counting… That how long it is before the doors open to premium contemporary womenswear show Scoop x Pure at the Truman Brewery in London (8-10 February).

And to ensure the run-up isn’t forgotten, organiser Hyve Group is launching a new promotional campaign for the AW22 show. 

Continuing a theme of flamboyant and colourful creative designs, this season’s show campaign is "a very cheeky and rococo take on love, fantasy, fun and style”.

The rococo-inspired creative references the  “exceptionally ornamental and theatrical ‘style without rules’ period”. And this will be emblazoned across the show interior as well as on social media, posters, and the Scoop x Pure wool and silk scarves.

That makes sense given the trends seen at last season’s show where high-impact pattern was a key direction.

Under the creative direction of Karen Radley, Scoop founder and MD, Scoop x Pure is set to showcase “Autumn/Winter 2022 collections from the best in show designers and labels across the Scoop and Pure London rosters, bringing together the very best premium and ready-to-wear womenswear and accessories collections”.

With this season’s focus on introducing fresh talent and new designer collections with a strong focus on sustainability, February’s line-up with include Feri, Sancia, Louise Hendricks, Pom Amsterdam, Primrose Park and new faces including Way Out, Lam, Blanka Pukara, Mou, Norr Copenhagen and many more.

Hyve Group will be banking on its key UK event avoiding the potential of New Year lockdowns re-emerging in the face of growing Omicron numbers.

The group had been enjoying a bounce-back in the events industry having delivered a strong performance in the final quarter of its fiscal year.

At the time, CEO Mark Shashoua said: "We have delivered strong performances wherever we have been able to hold shows.

“As we look ahead, we are in a much stronger financial and operational position and are excited to continue to connect vibrant industry communities, through our unmissable in-person events, online platforms and productive facilitated meeting programmes.”

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