Press release: July 2017
Pure London, the premium event for progressive fashion buyers taking place at London Olympia this weekend (23rd – 25th July), will showcase a host of exciting new British and International womenswear and menswear brands, as well a burgeoning Athleisure section, a new Footwear destination area and an exclusive preview of key SS18 trends from global trend forecasters WGSN. Visitors will also be treated to keynote speeches from renowned British designers Dr Pam Hogg and Henry Holland. Pure Man sees a personal appearance by Lethal Bizzle on Sunday and, as part of the Million Makers fundraising project for The Prince’s Trust, up and coming artist Lauren L’aimant performs her debut single Family on the Main Stage at 6pm Sunday.
Schedule of VIP events include:
Sunday
12-15:00 – Meet & Greet with Lethal Bizzle at Stand N51 (play Fifa, get your personalised aftershave)
15:20 Main Stage – Keynote address by Dr Pam Hogg
18:15 Main Stage – Live performance of her new EP Family by Lauren L’aimant
Monday
15:20 Main Stage – Keynote address by Henry Holland. Interviewed by Laura Weir, Editor ES Magazine
Tuesday
11:15 Spirit Stage – Influencers Rowan Row, Ben Heath, Jamie Cullen take to the stage
12:00 Spirit Stage – Rowan Row catwalk appearance
Pure London Womenswear is defined by new and exclusive brands showcasing the latest trends and movements within the fashion industry. The curated show sectors Pure Premium, Allure, Aspire, Spirit, Athleisure and New Brands will take over the Grand Hall Olympia, offering contemporary and lifestyle collections, elegant occasion wear, resortwear, activewear and coveted designer pieces from an edited selection of British and international brands. Buyers, retailers and etailers can expect to find trend-led partywear and occasionwear for the seasons ahead, as well as stylish staples and everyday casualwear for both short and forward order.
As the global demand for fashionable active wear continues to soar, the Athleisure section at Pure London now boasts an edited collection of established, international, British, and emerging brands offering sportswear, activewear, swimwear, underwear, and outdoor kit. The show will also play host to the UK’s largest selection of footwear and accessory brands. Featuring a range of new, international and niche brands showcasing their SS18 collections, the Footwear and Accessory hall is set to be one of the best offerings yet for buyers. Creating a sense of community, Footwear now becomes a Destination Area located in its entirety upstairs.
Now into its fourth edition, Pure Man is growing rapidly and attracting more and more buyers expanding into menswear fashion. Menswear indies, and those looking to introduce a fresh menswear offering to their stores for 2018, will be able to source the latest in men’s apparel, footwear and accessories from heritage new and emerging brands, with cross-over buyers benefiting from the show’s prime location alongside Pure womenswear.
Global trend forecasters WGSN will offer visitors an exclusive preview of the key trends in women’s fashion for SS18, helping to guide purchasing decisions for buyers, retailers and suppliers in attendance. The insightful presentation, which will take place daily alongside a curated catwalk showcase, will highlight the styles, cuts, colours and fabrics set to be huge next Spring/Summer, before they hit the runway at London Fashion Week.
Pure London July also offers a line-up of more than 30 inspiring speakers across the three days, including Sunday’s keynote address from Dr Pam Hogg and Monday’s from Henry Holland. A whole host of panel discussions, Q&A
s, trends, insights, the new Meet the Experts sessions, and the fashion-forward catwalk shows are set to further enhance the visitor experience and guide buying choices at Pure London.
Julie Driscoll, Portfolio Director at Pure London says: “Visitors come to Pure London season after season for our inspirational mix of brands as well as continued newness; staying on the pulse of the future of fashion with exciting new international and British brands including a whole section dedicated to the athleisure market. This, alongside bringing together the experience and advice of some of the most creative and inspiring people in the fashion business, makes Pure London and Pure Man one incredible show.”
To find out more information on the SS18 event, visit www.purelondon.com. The next edition will take place from 23rd – 25th July at London Olympia, welcoming over 800 brands across womenswear, menswear, young fashion, athleisure, footwear and accessories.