Pure London, UK’s trade event for sourcing womenswear and young creative fashion for men and women, is widening its offering of young fashion brands for its upcoming edition from Aug.1-3, 2010. Pure London’s young fashion area, Spirit, which is a platform for up-to-the-minute, trend-led womenswear brands, and Label, which had its launch this February as a platform for men’s and women’s young branded fashion, will fill the entire National Hall with over 200 brands. “Buyers want a mix of quick response-type brands but also strong forward orders brands. For August we are listening to the industry, which wanted Label and Spirit merged,” says event director Samantha Bleasby. “We’re delighted at the response from the industry and have 80 brands signed at this stage. This will be the UK’s largest showcase of young fashion,” she adds.
For the summer edition, confirmed brands in the Spirit section, which is re-edited such that brands will be housed by price point and style, include Fornarina, Rare, Yumi and Orion London. Brands such as Pepe Jeans, Dunlop, Desigual, Iron First and Skunkfunk have already signed to show in the Label section. The Young Fashion Catwalk will take place twice a day alongside a comprehensive Young Fashion seminar program, providing trend forecasts exclusively to retailers. Overall, Pure London’s young fashion section has doubled in size over the last two years with the number of brands on show increasing from 63 to over 170 last season. In addition, overall visitor numbers are rising each year, according to the hosts of the show. With over 12,000 visitors, of which 4,500 were interested in young fashion and a 23% increase in attendance in February over the year-ago show, the winter edition of Pure London was a true success. Pure London takes place twice a year at Olympia London and is organized by Emap Connect, part of Emap Limited.