Forever Unique at Pure London
Forever Unique at Pure London

23 Feb. 2012


This season's Pure London experienced a positive and buoyant atmosphere throughout the three days. As Spirit Young Fashion returned to Olympia, buyers had their pick from over 1,000 brands from the biggest selection of womenswear, footwear, accessories, premium brands and young fashion in the halls of Olympia.  International attendance was strong, with high presence from Ireland, Germany, France, Spain, Italy, Scandinavia and the USA, and from as far afield as Australia, Brazil, Japan, Hong Kong and the UAE.

Jan Shutt, owner of award winning retail store, Sunday Best commented "I love having everything under one roof, it makes is so easy for buyers! There are loads of great brands on show."

Visitors included AB10, Anthropologie, American Pie, Author, Black Truffle, Black White Denim,, Debenhams, Donna Ida, Fenwick, Fortnum and Mason, Hambledon, Hub, Harrods, Harvey Nichols, Joy, Jules B, Lewis Yates, Kurt Geiger, Topshop, Office, Selfridges, Williams & Griffin, Start, Urban Outfitters and Wish. Online stores included Amazon, ASOS, My-wardrobe,, Net-a-porter and international names included Dunnes, McElhinneys and El Corte Inglés.

Womenswear brands Mina, Almost Famous, Fenn Wright Manson, Carling, Sticky Fingers, Pamplemousse, Fever, Ian Stuart London, Darling and Anoushka G all showcased their fall/winterr 2012 collections alongside top young fashion brands Quiksilver, Kat Von D Los Angeles, Desigual, Yumi, Little Mistress, Molly Bracken and Mina. Alnifa Hackney, creative director of Kat Von D Los Angeles commented "It has been a great show for us to launch at. The flow of buyers has been constant and there is a really nice atmosphere. We have seen lots of department store buyers. Kat was really impressed with the show, meeting the buyers and press!"

Pure's Premium Womenswear section upped the fashion ante for fall/winter 2012 with a host of established design heavyweights. Returning to Olympia's Pillar Hall, collections from Wondaland, Winter Kate, Jofama, TBA, Lounge Lover, Goat and Tara Jarmon accompanied premium accessory brands Sam Ubhi, Zandra Rhodes for Adele Marie, Becksondergaard, Matt & Nat, Ally Capellino and Lulu Guinness Luggage in the Gallery Level.

Sarah Lawrence, Event Director commented, "This Pure London has been our biggest ever with over 1,000 brands on show. It is known for being a show where people pick up new brands, write orders and enjoy informative seminars that are a source of inspiration for boutiques."

Pure London is set to expand next season
Pure London is set to expand next season

The show is set to expand next season, increasing its footfall by at least 700 sq m to expand current areas and create new sections. An extra hall on the first floor of Olympia will open up allowing more space for accessories including a French Accessories Pavilion, as well as a new section Pure Body, a destination for buyers looking to source lingerie, swim wear, hosiery, leggings, loungewear and casualwear. In Spirit Young Fashion, the introduction of a kids section will showcase trend-led childrenswear brands.

Another addition, Pure Expert will bring expert business advice to life.  A dedicated seminar and workshop programme will focus on retailing, visual merchandising, cashflow, bricks to clicks and more.  Plus, fellow professionals will take to the stage and share their experiences, what solutions they have employed and with what results.

Pure Britain will also be introduced, ensuring that 'Made in Britain' ranges are highlighted to UK and international buyers looking to buy British.

With the Olympics running from July 26 to August 12 in London, Pure London has moved its August show to a new date line: August 19-21 to ensure brands and buyers alike are not travelling to the show during one of the country's busiest ever periods.
Mona Schmadl

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