Purelondon.com has gone live with a fresh new look, consolidating the show’s position at the forefront of UK fashion trade exhibitions. Pure London has already cast its web wide over the past three seasons, expanding from womenswear to unisex collections, such as Desigual, Vacant, Iron Fist and Monkee Genes, as well as menswear brands BC London, Radiobot and Brandon, and men’s footwear by Fly London, Art, Eject from Portugal and Argentina’s Las Paez. This season welcomes a range of top designers including Calvin Klein, John Smedley, Olivia Rubin, Ian Stuart London, Ruth Tarvydas and Zandra Rhodes, who have all signed up to present their Autumn/Winter 2010 collections. Its new web address, www.purelondon.com, reflects the depth and breadth of the show as it enters its 27th season. The newly designed website allows visitors and exhibitors to have easy access to all the need-to-know information about the show.

—Isabel Mühlbauer