Pure London, taking place from 9-11 February at London Olympia, has announced the launch of three new sections at Pure London: Agenda, Allure and Aspire.

Besides the Accessories and Footwear sections, Agenda will be a show stopping section with aspirational collections provided by brands with a distinctive, confident edge. Allure will provide contemporary classics and effortless elegance with inspirational evening and occasion wear, and Aspire will bring stylish pieces for contemporary dressing, showcasing fresh and modern on-trend work wear and off-duty casual cool clothing.

The changes to Pure have attracted new brands. Among 107 others, next years new comers are: Humanoid, Begga Design, Sam Ubhi, Kira Plastinina, Twin London, Y.A.S., Anuschka and Inkwear. All exhibitors have been selected via an application only process, meaning visitors have access to as many brands as possible.