The summer edition of Pure, running August 1-3, is expected to be bigger than before, with a 17% increase in the number of brands exhibiting at the show. The number of pre-registered visitors is also the highest recorded for the show.

“We’ve invested in the show to make it more appealing to buyers than ever before, with a new premium section, champagne tea parties, and two stages packed full of essential seminars, catwalks and industry leading guests,” said event director Sam Bleasby.

New this August, the surroundings of the Pillar Hall at Olympia will play host to a selection of high-end womenswear brands from around the world, including Antik Batik, Betty Jackson Two, Stefanel, Anonymous by Ross + Bute, Single and Best Behaviour. In addition, British designer Zandra Rhodes will return to the show with her handbag and footwear collections.

Pure also will give space to young talents, with catwalk shows by the very best BA Fashion Graduates and winners from Graduate Fashion Week, namely Rebecca Thomson, Sara Wadsworth, Naomi New and Rhea Fields. Meanwhile, at the gallery, the Accessory Showcase will feature accessory brands such as Johnny Loves Rosie, Fiorelli, Mischa Barton, Sam Ubhi, Paul & Jo Sister, Comfort Station and Ally Capellino.