OUR PURE LONDON
Which is the best way to hit London? Well clearly catching a crack of dawn flight with approximately two hours sleep in the last two days, a slight hangover and a severe cystitis (because you’ve had a weird sexual intercourse, naturally, but now we’re going private…).
So this is precisely the condition in which our two heroines, Gioia Maini and her partner in crime Sara K (usually, or at least in her former life, a fashion communication professional if you please) made their way throughout Gatwick airport and into London Olympia, hosted at Pure London fashion tradeshow with one precise aim: Wreck the whole place up!!!!! Well, no, promoting Gioia’s shoes of course.
In order to describe everything that actually happened during the tradeshow (and at night time in London town) ideally I should call a publisher and get myself a signed contract for a very long novel. But I’ll try and make it short.
Setting up the booth was the first adventure and because of the previously mentioned state of mind – and body – it proved to be something like adorning a doll’s house. Actually finding the booth itself was the first, not so pleasant, adventure but it did gave the chance to get to know (read “disturb”) the whole of Pure organization staff.
The second adventure was finding the production room in order to retrieve shoes which hadn’t been selected for the catwalk and finding out that…. All of them had been selected and in fact wouldn’t we be so kind to provide one more pair!! And, just to be a bit modest and shy and low profile, the catwalk that featured Gioia’s shoes was undoubtedly the best.
The third adventure was receiving visits from key figures like Miss Vicky, head of Pure organization, a charming lady with a soft spot for fascinators and brocade, Mr Fabrizio (hereafter known as Biccio), head of sales for Italy, whom Gioia and Sara felt the urge to call (but didn’t) whenever there was a problem, form bad wifi to a particularly cold night in Shoreditch. Mrs Sharon, head of customer care, an angel who provided a mobile phone and the number of a courier when they where needed just like water in the desert and, our compatriot Emanuela, last but not least, the guy from the security at the exhibitor’s entrance who became Sara’s most intimate and close friend due to her frequent trips outside to smoke. They’ll be announcing their engagement any day soon. And many more guardian Angels.
And then, well then came Pure itself. Three days which involved attending the catwalk, having lunch in the cafè and discovering you are sitting next to a senior buyer from one of Russia’s greatest buying offices, setting up a photo shoot in the middle of the corridor, making one hell of a racket and having people constantly popping by at the booth even just to see what the hell was going on. Definitely people exhibiting next to Gioia Maini didn’t have the chance to get bored (they might also hate us a little, but not to much).
Oh and of course meeting the fashion editor from WeAr Magazine, swapping jokes and taking selfies with the big boss of Sakura Malaysia, meeting Mayka, the designer from Pocket London and being asked to lend shoes for their next editorial and having photographers and stylists as Kerrie Newton & Jenn Ross, Adnan Kundi or Patt Lyttle literally pouring over Gioia ’s shoes!
How Gioia and Sara managed to arrive alive and – apparently – undammaged at the end of their British sojourn is another story which involves medical prescriptions and running psychotherapy.
For now let us just say Good-bye London! Thanks for your effusive welcome! We are ready to hit the next fashion capital hoping that –quoting our current hero, Karley Sciortino – next time we won’t end up at 2 am wasted outside a Zoo shouting obscenities to a giraffe.
WRITTEN BY: Sara K.