The next edition of Pure London will take place at Kensington Olympia from 10th – 12th February 2013.

After the launch of Pure’s Body section in August 2012, this area will return with lingerie, swimwear and shapewear brands for 2013. Names already confirmed include Cosabella, Bjorn Borg, Undone Lingerie, Madame Shou Shou, Claudette and Fraulein Annie. A line-up of childrenswear brands will also return.

New this February, Directional Edit will replace Premium, offering sophisticated collections in womenswear. Brands include Blacky Dress, childrenswear label Nixie Clothing, plus accessory labels Fiona Dane, Amaro, Falke and By Elise.