George Davies label GWD to make UK debut at Pure London

He’s being justifiably billed as a ‘retail legend’ and his latest brand ‘show-stopping’. That’s the build-up for George Davies and GWD as the man and brand join a strong line-up of global fashion labels presenting their collections at Pure London at Olympia on 12-14 February.


GWD marks a showcase return to the UK for Davies whose brand career spans Next, George at Asda and Per Una at M&S.

“Triumphant sales and worldwide demand” have prompted the decision to bring GWD to the UK market, “with a fresh and edited range for the British customer”, says Pure London.

The brand, which is an abbreviation of Davies’ full name has two years under its belt as a fashion brand trading in the Middle East, specialising in womenswear and childrenswear.

Created during the pandemic in 2020, Davies “has once again demonstrated a unique aptitude for reading the market and delivering unrivalled success,” we’re told.


GWD Director Clare Holmes says: “Travelling around the world has been key to the success of George’s brands, both in terms of sourcing manufacturers and design inspiration. Spending time in European countries, particularly Italy, combines his passion for travel and adoration of fashion.

“George immerses himself in fashion houses and the retail environment, to forecast upcoming trends which we know will suit the GWD Woman most favourably.”

One of his key sayings ‘Retail is Detail’ is embedded in the GWD collection of occasionwear and smart-casualwear featuring “lace designs, beautiful trims…. alongside bold prints and vibrant colours”.

Holmes added: “The GWD collections… encapsulate everything that the brand is and more. You will see [an] array of our finest collections where there are satin maxi dresses, velvet jumpsuits, florals, laces, embellishments, feathers and more.”

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