This season womenswear show Pure ( celebrated ten years in business. The f/w 2007-08 edition of the exhibition took place in Olympia, West London, from February 11 to 13.

Making it easier for buyers, the show is divided in to five distinct areas; Elan, Impulse, Vision, Spirit and Accessories.

More than 800 labels exhibited this season. Representing the middle to high-end market and incorporating everything from new talent to firmly established players, each label is handpicked by Pure’s organizers. The young, urban section, Pure Spirit, had expanded the most and showcased labels such as gestuz and ichi from Denmark and Looking Glass, Religion, Fever and Duck and Cover from England
Apart from offering the biggest directional women’s show in London, Pure also treats visitors to a running schedule of catwalk shows and trend update lectures relevant to the buying season.

Attendance was up by 4% compared to last season. In addition, the number of international visitors increased by 10% and there was good attendance from Ireland, Japan, Spain, Germany, Italy and France.

Key retailers on hand this season were Selfridges, Harvey Nichols, House of Fraser, El Corte Ingles and the independent stores Drome, Stone and Psyche.

— Emma Holmqvist, London Correspondent