Alexandra Shulman leads the way for content-rich Pure London

As Pure London prepares to opens its doors for a content-rich AW17/18 edition, leading names

across the fashion retail spectrum are ready to share their expertise with visitors to the show.

Inspiring seminars, catwalk shows and Q&As will take place across the three days, spanning 12-14

February, including a highly anticipated keynote delivery from British Vogue’s Editor-in-Chief,

Alexandra Shulman.

Key topics for discussion this season include: visual merchandising and effective display techniques;

creating a personality both in store and online; PR, social media and working with influencers; tips

for producing engaging online content; introducing new collections to your store offering, and all

you need to know about buying into menswear, athleisure and this seasons’ biggest trends.

A highlight for visitors to Pure London each season, WGSN’s Director of Retail and Buying, Sara

Maggioni, will present a detailed Buyers’ Briefing each morning of the show, designed to guide

purchasing decisions with exclusive insight on the colours, cuts, fabrics and styles to buy into for

AW17/18. A beautifully curated catwalk show will example these key trends across apparel,

footwear and accessories, offering inspiration for buyers and retailers when it comes to the perfect

pairing of their new collections.

Designed to encompass all aspects of the retail industry, other highlights across the three days


Day One: Sunday 12th February

Strength in numbers: Effective ways of working with like-minded indies that will improve your


Julia Holden, National Membership Manager, British Independent Retailers Association, BIRA

12:30 – 13:00, Main Stage

Standing out in the menswear and sportswear sectors: a case-study with Castore Sportswear.

Tom and Phil Beahon, Brothers and Co-Founders, Castore Sportswear

12:45 – 13:15, Spirit Stage

Keynote address

Alexandra Shulman, Editor-in-Chief, British Vogue

15:15 – 15:45, Main Stage

Ethical Fashion Forum Panel

Chair: Tamsin Lejeune, CEO, Ethical Fashion Forum and

Panellist: Sara Lewis, former Brand Marketing Manager, Harrods

Alicia Taylor, Founder, Gather & See

16:15 – 16:45, Spirit Stage

Day Two: Monday 13th February

All you need to know before buying and retailing athleisure.

Simon Whitmarsh-Knight, EMEA Director Activewear and Outdoor Apparel, LYCRA

11:15 – 11:45, Spirit Stage

How to create standout content that customers will engage with.

Georgie Coleridge Cole, Editor and Founder, Sheerluxe

12:30 – 13:00, Main Stage

Letting your brand shine through your photography and videography.

Beth Taubner, Founder, Mercury Lab

13:30 – 14:00, Spirit Stage

A Panel Discussion: Considering social media campaigns for high street through to luxury brands

Moderator: Graeme Moran, Head of Content: Fashion and Features, Drapers

Panellists: Lisa Maynard-Atem, Social Media Manager, Harrods

Chris Donnelly, Managing Director, Verb Brands

14:00 – 14:45, Main Stage

The right way to work with influencers: a guide from Liberty London Girl.

Sasha Wilkins, AKA Liberty London Girl

14:40 – 15:10, Main Stage

Using visual merchandising to break high street homogeny: Creating personality and uniqueness

on a budget.

Karinna Nobbs, BoF, Conde Nast, Ralph Lauren, Kookai

15:20 – 15:50, Main Stage

Day Three: Tuesday 14th February

Menswear for over 40s: insights from The Grey Fox.

David Evans AKA The Grey Fox, Founder and Blogger, The Grey Fox

11:15 – 11:45, Spirit Stage

How to launch a new collection whilst increasing margins first time: a case study.

Sanjeev Sularia, CEO, Intelligence Node

12:30 – 13:00, Main Stage

Display techniques that encourage customers to enter your store, stay longer and spend more.

Debbie Flowerday, Associate Lecturer, London College of Fashion

12:45 – 13:15, Spirit Stage

The Main Stage catwalk show will present womenswear, menswear, footwear, accessories and

athleisure collections, with show times at 11:00 and 13:15 each day, and additional showings at

16:00 on the Sunday and Monday. The Spirit Stage catwalk will host the latest young fashion and

edgy street style collections, taking place at 12:00 and 14:30 every day of the show.

For more information and to register to attend Pure London from 12-14 February at London

Olympia, visit:

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