PURE – “What’s new” magazine

Pure London is to house an array of illustrations and paintings this February by Rudolf Humm, a new and emerging artist from Germany, living in London. Pure London will be offering buyers, exhibitors and visitors a unique and exciting take on Pureism using Humm’s love of vibrant colours symbolising ‘joie de vivre’ which will demand the attention of the Pure London audience.

Although Humm had a great passion for the arts from a young age, he was sidetracked into academia finishing with a BA in Philosophy and an MBA. He went to on to have a successful corporate career but his passion for the arts remained consistent throughout and he took art classes whenever possible. This transformation of Humm reconnecting with his passion for art, reflects within the Pure London show, bringing Pureism together.

This season’s theme, Pureism, is derived from the WGSN AW16 megatrend ‘Remastered’. This word is used to connect the artistic focus within the new look, the re-edited layout and the launch of menswear, as well as a refocused year round communication within the industry. Using heritage and knowledge from the past, Pure London has focused on the future for their brands and buyers.

The artwork chosen by Pure London reflects bringing art into fashion with minimalist and contemporary figure drawings. Humm’s work sees a variety of techniques and bold graphics met with a bright colour palette, similar to Pureism. The structured, smart styles mixed with fashion, Humm creates refined silhouettes, clean lines and sophisticated details. Humm’s work will be in designated feature areas around the show, including a huge backdrop behind the main stage catwalk.

“I admire great fashion and design, my art is often greatly inspired and influenced by fashion and its constant evolution”, Rudolf Humm Rudolf Humm by Rudolf Humm Carnival Catwalk by Rudolf Humm.

For more information on the brand line-up at Pure London, please visit: The Autumn Winter 16 edition of the UK’s most dynamic fashion trade event will take place from 14-16 February at Olympia London.


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