The UK’s largest contemporary fashion event, Pure London, will take place at London Olympia from August 3 to 5, 2008. The event showcases over 800 fashion names from designer brands, bridge collections and young aspirational brands to casual lifestyle looks. Spread over two floors, the show houses the largest selection of directional accessories and footwear in the UK.

Easy to navigate, Pure London has been divided into six sections, Elan Boutique, Elan Directional, Elan Studio, Spirit, Accessories and Footwear, with themed bars and cafes ideal for taking a respite from the show. Independently edited catwalk shows will also take place daily, providing a live and visually dramatic trend forecast. Among the new brands showing this season are premium denim brands Hudson Jeans and 1921, US label Apple Bottoms, Just B, Gemy and Concept UK.