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NEXT founder George Davies to launch latest brand at Pure London

Lauretta Roberts
01 February 2023

George Davies, founder of ground-breaking brands NEXT, George at Asda and Per Una, will be using trade show Pure London for the UK launch of his latest brand.

GWD by George Davies, which has been sold in the Middle East for the past two years, will be presented to UK and international buyers at the show, which takes place at Olympia London on 12-14 February 2023.

The brand contains both womenswear and childrenswear and was launched by Davies in 2020, when retail was struggling amid lockdowns during the height of the pandemic. The childrenswear line, GWD Kids, was launched a year after womenswear.

GWD George Davies

GWD collection follows Davies signature mix of occasionwear and smart-casual attire, featuring fine embellishments, intricate lace designs and trims, along with bold prints and vibrant colours. The brand was inspired by Davies' global travels.

“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.

"He works closely with his team of designers to gather all inspiration and produce the best collections for our customer. One of his key sayings is ‘Retail is Detail’. This also applies when we’re creating the collections, it’s the small details in the garments that continue to excite us and make a difference,” said GWD director Clare Holmes.

GWD George Davies

A dedicated website at will be launched soon after the collection makes its UK debut at Pure. "The GWD collections on display at Pure London encapsulate everything that the brand is and more. You will see a fabulous array of our finest collections where there are beautiful satin maxi dresses, luxurious velvet jumpsuits, florals, laces, embellishments, feathers and more," added Holmes.

Gloria Sandrucci, Event Director at Pure London added: “With an international and unparalleled attendance from buyers, Pure London provides the perfect launch pad for the UK to showcase GWD.  Created by such a fashion and retail visionary, GWD is set to be a resounding success and we are incredibly excited to include the brand in our impressive and diverse exhibitor presentation.”

GWD George Davies

Joining GWD to showcase at Pure London are international and innovative collections from over 250 brands including; Beaumont, Bl-nk, CAMPER, Cotswold Knit, Critically Endangered, ELEANOREN, EMME Marella, Fika, La Fee Maraboutee, Landa Bags, Moss Copenhagen, Onjenu, Pamela Mann, POM Amsterdam, Pretty Vacant, Queens of Archive, Yerse and more.

George Davies is one of the most famous names on the British high street having established NEXT in 1982, which shook up the high street by selling and merchandising total looks (rather than separates), and for bringing discerning design to the mainstream market. The NEXT Directory, which featured supermodels of the era shot by leading fashion photographers, was launched in 1987. Davies departed NEXT in 1988 and went on to revolutionise supermarket fashion with George at Asda in the 1990s and after that launched Per Una into Marks & Spencer in 2000.

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