Pure London news and archive

UK trade fairs Pure London and JATC to combine from February

British fashion trade fair Pure London and smaller competitor Just Around The Corner (JATC) are joining forces from February 2024 in a “milestone” move that will boost their offer and reach. The first Pure London x JATC will take place from February 11 to 13 at Pure London’s usual stomping ground of Olympia London, and will be run by Pure...

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SS24 trends: ‘Ultra Elevated Basics’ and ‘Quest for innovation'

Computer assisted creations and digital textile design are paving the way for more sustainable products, and will help shape trends for the spring/summer 2024 season, according to Malaika Ewande, the founder and creative director of trends bureau Vesuvius. Ewande was attending Pure London - which ran from Sunday July 16 to Tuesday July 18,...

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Pure London championed newness and innovation at SS24 edition

Pure London, the UK’s largest Festival of Fashion, ended this afternoon following three exciting days of innovative and trend-led fashion and inspiring and educational content. Retailers including John Lewis, ASOS, Galeries Lafayette, Anthropologie, McElhinneys, Monsoon, Jules B, Cavells, Pamela Schiffer, Morley Stores, Maison et Vie, Jessimara,...

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Pure London, Scoop: What the fashion fairs' SS24 editions had to offer

British fashion trade fairs Pure London and Scoop returned to the English capital on Sunday for separate but concurrently running events showcasing the latest SS24 collections. Leading womenswear fair Pure, which will draw to a close Tuesday afternoon at its usual stomping grounds of London Olympia, welcomed hundreds of brands, buyers, and other...

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Pure London event director on what to expect from the SS24 edition

Womenswear trade fair Pure London returns to the English capital this week for its SS24 edition. The event, running from Sunday 16 July to Tuesday 18 July at Olympia London, will feature a mix of new and established domestic and international fashion, footwear, and accessory brands. It will also host trend-led catwalk shows, a keynote talk from...

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Graduate Fashion Week designers to participate in Pure London

The 12 winners of Graduate Fashion Week are set to show their collections during the upcoming edition of fashion trade show Pure London, alongside the event’s long list of established and emerging brands. The designers will be given a platform to showcase their lines over Pure’s three-day span, running from July 16 to 18, adding to its bustling...

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Pure London: Five brands attending for the first time in July 2023

UK fashion trade fair Pure London is returning to London next week, bringing together hundreds of brands showcasing their SS24 collections. The event, running from Sunday 16 July to Tuesday 18 July at Olympia London, will feature a mix of fashion, footwear, and accessory brands, as well as trend-led catwalk shows, a keynote talk from industry...

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Inside the fairs of FW23, from Florence to Copenhagen to London

After the interruptions during the pandemic, fashion fairs in Europe are returning to normal operations. But the lockdowns have left their mark, brands and buyers alike were often reluctant to travel in light of the uncertain economic situation. To what extent have fairs like Pitti or Premium been able to return to their old form? FashionUnited...

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Pure London enjoys positive AW23 edition despite wider retail woes

Pure London returned to the English capital this week, taking place in its usual stomping ground at London Olympia from February 12 to 14, a three-day event that focused mainly on womenswear, but also featured menswear, footwear, accessories, and a dedicated, separate section for manufacturers. “I am overwhelmed by the buzz, the energy, and the...

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Pure London: The role of smaller businesses in pioneering sustainable fashion

As the conversation of sustainability continues to play an increasingly important role in the notoriously harmful fashion industry, the topic has taken centre stage at fashion trade shows across the world. And British fair Pure London is no exception. On Monday February 13, on the second of the three-day event, the trade fair’s sustainability...

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Pure London: Five brands attending for the first time in February

UK fashion trade fair Pure London is returning to Olympia London at the end of this week, bringing together over 250 brands showcasing their latest AW23 collections. The event, running from Sunday February 12 to Tuesday February 14, will feature trend-led catwalk shows and keynote speakers including Ed Burstell, a retail executive who served for...

Fairs

Next’s George Davies to debut latest brand GWD at Pure London

British fashion legend George Davies is introducing his latest brand, called GWD, to the UK market later this month at trade show Pure London. The brand - an abbreviation of Davies’ full name - was launched two years ago in the Middle East, initially debuting exclusively with womenswear before expanding into childrenswear. It marks a return to...