Pure London refreshes layout and adds more brands to upcoming show

Pure London’s next show in February will feature a new layout to refresh the space and make discovering new brands easier for buyers, it has announced.

The leading fashion buying event will return to London Olympia on 10-12 February with a message of hope and unity and a host of new British and international brands, showing strong growth from overseas brands, particularly from France, Turkey and Greece.

“The show must go on. We are at a crossroads in terms of Brexit uncertainty and in the way the fashion industry works but Pure London is demonstrating that not only can we make a stand for better practices in fashion, we can provide a space for the most inspirational, creative and exciting brands and designers to showcase their wares,” said Julie Driscoll, managing director.

“The February show will offer visitors a host of new brands and we are really looking forward to revealing our floorplan re-edit which will freshen the show, offer new discoveries, and give the space new life.”

The show’s strongest sector growth area is the newly created Gen Z section, showcasing young fashion from new brands including Spill The Tea, Odd Color Studio and Peace & Chaos, Mr. Gugu and Sera Ulger.

Elsewhere in the show, new arrivals Parka London, Mos Mosh, Mannequin, Lola Antoine, Appareal, Secareanu ad Spry Workwear will join returning brands such as Religion, Joe Browns, Emme Marella and Yerse.

Now in its second season, Bubble at London will return with children’s fashion after cancelling its standalone event due to high costs earlier this year. The area will showcase a variety of children’s accessories from Ty Toys, and products from Zoe Grados, Chloe Ann, Agatha Ruiz, and Little King.

Meanwhile, the show’s athleisure section will double in size and move to a more prominent space upstairs between the Grand Hall and the Gallery Hall.