London Travel Diary: ModCloth Heads to the Pure Tradeshow!

Sometimes, nothing says early fall like a London tradeshow. While the rest of us have just begun digging out our fall scarves and jackets, the ModCloth buyers are already planning for next spring and summer. In the fashion world, these early autumn months herald the start of Spring/Summer 2011 shows and buying, meaning our buyers are traveling almost nonstop to find new looks for the site!

Last week, Susan and Sari swung by London’s Pure tradeshow. This month’s show was Pure’s largest Spring/Summer season ever, and our buyers came back with tons of new items, as well as designers to add to our current roster of UK brands such as Trollied Dolly and Motel. Susan and Sari also snapped a ton of photos to share with you all, so keep on reading for a behind-the-scenes look at their latest buying trip!

Sari and Susan in their ModCloth best, ready for a full day of buying!
Can you say, “hedge fun”? The buyers inform us that the adorable dress on the right will soon be coming to ModCloth, so get your wishlists ready!

As if there weren’t enough cute clothes to keep track of on the mannequins and racks, the buyers spotted these adorable floral ensembles on the tradeshow grounds.

Along with a runway show, Pure ran seminars on industry topics such as visual merchandising and localization. After hours of clothes and shoes scouting, our buyers decided to do their own analysis of their locale with some sightseeing!

Sari trying not to get lost while exploring Shoreditch; a lion watches.

Obligatory telephone booth photos.

A table packed with vintage cameras that just begged to be photographed.

And let’s not forget these adorable elephant figurines!

Of course, no sightseeing trip is complete without a little shoe-seeing! Our buyers snapped this photo at a Shoreditch vintage store before jetting off to their next destination: the MAGIC tradeshow in Vegas!

What looks are you predicting for the spring? Let us know!


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  1. Avatar
    m 08/10/2010 at 2:53 pm #

    do you ever go to tradeshows outside of europe and/or the u.s.? say, for example, medellin’s colombiamoda?

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    Hannah (ModCloth) 08/10/2010 at 3:47 pm #

    Looks like some awesome adventures you ladies have been having. Can’t wait to see what’s in store :-).

  3. Avatar
    Aire (ModCloth) 08/10/2010 at 6:06 pm #

    Love this post! I’m so not used to seeing Susan in pants! 🙂

  4. Avatar
    Jacky 08/10/2010 at 7:18 pm #

    I’m going to London in Sept for Grad School 😀 I will have to find that show store.

    also, about time you add Motel :). you should add Aqua By Aqua too.

    and go to Australia, they have so many amazing designers down there, Sydney is ok, but Melbourne is where the good stuff is

  5. Avatar
    Wendy Frederick 08/10/2010 at 8:49 pm #

    No wonder I love everything on your site! Cheers!

  6. Avatar
    amaturecouture 08/10/2010 at 10:30 pm #

    looks like an awesome place to be!!


  7. Avatar
    Sharon 08/10/2010 at 10:56 pm #

    I saw the picture from far away and thought it ladies in Afros 🙂

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    Katharine Ellis Tapley 08/11/2010 at 7:40 am #

    Jealous. London is the coolest city, and I think it’s the most refreshing and unique when it comes to fashion. Glad you had fun. 🙂

  9. Avatar
    Sarah 08/11/2010 at 9:45 am #

    how fun! it’s so “the city!”

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    Amanda 08/11/2010 at 11:12 am #

    can i please work for modcloth? 😀

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    Amanda 08/12/2010 at 12:17 pm #

    And oooohhhhmygosh, WHEN is the flamingo dress coming???? How long do we have to wait???

  12. Avatar
    Katie 08/14/2010 at 3:10 pm #

    Oh! I want your job!! <3

  13. Avatar
    Lynette 08/17/2010 at 11:08 am #

    That dress is ADORABLE…it’s a flamingo print isn’t it?!!

  14. Avatar
    Amanda 08/18/2010 at 9:19 am #

    Seriously, I can’t take it any more! WHEN IS THAT FLAMINGO DRESS COMING???? I *must* have it! When should I start saving my money?

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