Newness to dominate at Pure London

Visitors to Pure London in February can expect a one-stop destination for sourcing new and exclusive collections for AW17, with over 350 brands adding to the diverse line-up for the first time. Fashionforward, premium and emerging brands across womenswear, menswear, footwear and accessories will be presented under one roof from 12-14 February 2017 at Olympia, with many exhibiting exclusively at the show.

Womenswear will take over the Grand Hall, playing home to contemporary and lifestyle collections, elegant occasion wear and coveted designer pieces from a host of international brands. New to the show, modern and avant-garde styles can be expected from Pure Premium brands Oilily, Shahin Mannan, Demoo, Elemente Clemente, House of OGAN, Vone, Syomir Izwa Gupta, Kraken Counter Couture, LIZA VETA and Christina Christou. Allure and Aspire sections will offer an equally eclectic showcase of new womenswear brands, including Who’s That Girl, MINSPRI PARIS, Dieuanh, Closet London, Freequent, Gygess, NYDJ, and DESPINA TOUNTA.

Young fashion section Spirit will offer on-trend and street style collections for short and forward order, with first-time exhibitors including evening and party wear brand Comino Couture, denim specialists Zac + Zoe, Parisian streetwear brand Sixth June, and rebellious LA-based label Iron Fist. Dutch brand Colourful Rebel will bring added cool to the show with its wardrobe essentials adorned with playful prints, slogans and other unique details. Fashion staples will also be presented by celebrity-led etailer Daisy Street, whose growing collection provides affordable, stylish outfits that move with the trends.

A dedicated Athleisure section will also land at Pure London in February, offering sought-after activewear from brands such as PureLime, Miss Runner, Jilla Active, Dock&Bay and ELLE Sport; while Pure Man will continue to flourish for AW17 with over 100 menswear exhibitors already confirmed. Norwegian fashion brand 150 Yards Ahead and Italian-made trouser label Berwich will exhibit for the first time, with Arstides Vanis, Telm London, Roberto Ricci Designs and Suedebird all to be found in the premium ‘Concept’ area, new for 2017.

Premium collections will also shine across Footwear, with Lola Cruz, Slack London, C.Doux and other names adding to the mix, and the wider footwear offering set to house over 20 new brands. Stepping into AW17 in style, French Sole will make their Pure London debut with their collection of classic ballet flats, while handmade vegan footwear brand Collection & Co will combine modern styles with ethical materials. Joe Browns, PINAZ, Eirene and Alice X Global will also join the footwear line-up.

Show-stopping accessories and bespoke capsule collections will take over the Grand Hall Gallery, providing buyers and retailers with stylish add-ons for the seasons ahead. Dyrberg Kern, Mar Moo, Millissimo, Warloom, Apara, Dansk Smykkekunst, Scream Pretty and Lucky Team will all show for the first time, with many using the show as a pivotal platform for launching their business and reaching out to the UK market.

Julie Driscoll, Portfolio Director for Pure London at Ascential, commented: “We understand the importance of newness, individuality and exclusivity of product for retailers, and each season work hard to secure a mix of brands from across the globe so that our visitors can discover fresh and exciting collections for the seasons ahead, not to be found on this scale anywhere else in the UK.”

The next edition of Pure London will take place from 12-14 February at London Olympia. For more information, visit


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