Pure L'amour

Grey Sheep


london / United Kingdom


Middelsex University

Pure L’amour was founded in August 2015 by designer Heuritshi Pitra.
The brand’s aim is to offer a sophisticated and modern outfit for women that desire to feel comfortable, feminine, confident, elegant, fashionable and chic.The line consists of cleanly cut and comfort, full of colours, texture and unexpected combinations of African and European fabrics creating unique garments ideal for day, business and special occasion.
Pure L’amour focuses on classic, exotic, glamorous and sophisticated style.

Born in Sao Tome (city of Sao Tome and Principe), raised and educated in Lisbon (Portugal) and London (United Kingdon), Heuritshi Pitra multicultural upbringing exposed her to a diverse collection inspiration. Her work showcases a unique outlook for the modern multifaceted woman. Offering versatile pieces at accessible price points, her collection is progressive yet classic with both smart and sexy details.
The never-ending ability of colours and items of clothing to express emotions and moods of individuals have never stopped to amaze her. She enjoys experiment styles to create a unique look. With over eight years of experience in the fashion industry, she has developed a real passion and get inspired by working with different textures and materials creating new designs and considered making a career out of her creative skills.
She believes that clothing and accessories can transform a person into an outstanding and much-admired work of art.
What she loves about fashion is how it can define the person. The colours, style and accessories combined to give an overall style that reflects personalities. She could not find a better way of expressing rather than designing and making dresses.
She puts soul in every garment she makes!