Trade fashion event Pure London has joined forces with French trade show Who’s Next and Premiere Classe to host a buying event in Dubai. Trade fashion event Pure London has joined forces with French trade show Who’s Next and Premiere Classe to host a buying event in Dubai. Middle East Fashion Days will take place from 19th – 21st October 2010 and Pure London is delighted to announce the new collaboration with a dedicated section for its exhibitors over the three day event. Pure Selection will form a special part of Middle East Fashion Days giving Pure London’s fashion brands the opportunity to meet, network and do business with buyers and consumers across the Middle East. Brands who have expressed intent to show include Zandra Rhodes, James Lakeland, Almost Famous, Lotus London, Me &Thee, Sight Station, Lore, Angeleye, Beth Jordan, Bibi and Andrew Majtenyi. The exclusive event takes place in Dubai’s most luxurious hotel resort, the Madinat Jumeirah and will include three catwalk shows a day presenting the best in international designers. Creations by local designers will be on show, while a mix of international products from Indian, Turkish and Lebanese designers, as well as European brands will be on show. Within the fast growing region, department stores such as Bloomingdales, Galeries Lafayette, House of Fraser, Harvey Nichols, Saks and are looking to widen their offer and welcome new brands to answer the consumer’s constant need for exclusive products. Multibrand stores such as Sauce, If, Tiger Lili (Dubai), J. Boutique, Seventh Heaven, Mai Mode (Bahrain) are at the very heart of the regions retail makeover.