 Fashion trade show Pure London, which held one of its biggest editions to date for autumn/winter 2012 with more than 1,000 womenswear, footwear, accessories and young fashion brands, will adopt a larger floor plan for its summer edition
following the success of its recent three-day event at Olympia.
The latest event, which ran from February 12-14, attracted more than 180 brands making their debut from directional label S’nob de Noblese, a Danish brand that is part of the Copenhagen Fashion Week schedule, to Lulu Guinness Luggage, which made its only trade show appearance at Pure, as well as playful British jewellery label Maggie Angus, which debut in the new ‘Top to Toe’ section, and Los Angeles-based tattooist Kat Von D introducing her clothing label to the UK market.
“My objective was to reach out to people that wouldn’t see the brand, I have been receiving good press and I have a great online presence, but I wanted to up our retail stockists,” added Anna Evans, founder and designer of Maggie Angus. “I chose Pure as they have a large selection of young fashion brands, which we fit in with, and over the three-days I added a number of new stockists.”
Alnifa Hackney, creative director of Kat Von D Los Angeles added, “It has been a great show for us to launch at. The flow of buyers has been constant and there is a really nice atmosphere. We have seen lots of department store buyers. Kat was really impressed with the show, meeting the buyers and press!”
This season’s visitors included buyers from Debenhams, Donna Ida, Harrods, Harvey Nichols, Topshop, Selfridges, as well as online stores including Amazon, Asos, and My-Wardrobe; and there was a strong international attendance, with presences from Ireland, Germany, France, Spain, Italy, Scandinavia and the USA, and from as far afield as Australia, Brazil, Japan, Hong Kong and the UAE.
Sarah Lawrence, Event Director said, “This Pure London has been our biggest ever with over 1,000 brands on show. It is known for being a show where people pick up new brands, write orders and enjoy informative seminars that are a source of inspiration for boutiques.”
As a result, the show is set to increase its footfall by a least 700sqm to expand current areas and create new sections. An extra hall on the first floor of Olympia will open up allowing more space for accessories including a French Accessories Pavilion, as well as a new section Pure Body, a destination for buyers looking to source lingerie, swim wear, hosiery, leggings, loungewear and casualwear, and in Spirit Young Fashion, the show will introduce a kids section, which will showcase trend-led childrenswear brands.
The spring/summer 2013 show will take place August 19-21, to avoid clashing with the London 2012 Olympics.
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