Visitors to Pure London in February can expect a one-stop destination for sourcing new and exclusive collections for AW17, with over 350 brands adding to the diverse line-up for the first time. Fashion forward, premium and emerging brands across womenswear, menswear, footwear, nd accessories will be presented under one roof from 12-14 February 2017 at Olympia, with many exhibiting exclusively at the show.
Womenswear will take over the Grand Hall, playing home to contemporary and lifestyle collections, elegant occasion wear and coveted designer pieces from a host of international brands. New to the show
, modern and avant-garde styles can be expected from Pure Premium brands Oilily, Shahin Mannan, Demoo, Elemente Clemente, House of OGAN, Vone, Syomir Izwa Gupta, Kraken Counter Couture, LIZA VETA and Christina Christou. Allure and Aspire sections will offer an equally eclectic showcase of new womenswear brands, including That Girl, MINSPRI PARIS, Dieuanh, Closet London, Freequent, Gygess, NYDJ, and DESPINA TOUNTA.
Young fashion section Spirit will offer on-trend and street style collections for short and forward order, with first-time exhibitors including evening and party wear brand Comino Couture, denim
specialists Zac + Zoe, Parisian streetwear brand Sixth June, and rebellious LA-based label Iron Fist.
Dutch brand Colourful Rebel will bring added cool to the show with its wardrobe essentials adorned with playful prints, slogans and other unique details. Fashion staples will also be presented by celebrity-led etailer Daisy Street, whose growing collection provides affordable, stylish outfits that move with the trends.
A dedicated Athleisure section will also land at Pure London in February, offering sought-after activewear from brands such as PureLime, Miss Runner, Jilla Active, Dock&Bay and ELLE Sport; while
Pure Man will continue to flourish for AW17 with over 100 menswear exhibitors already confirmed.
Norwegian fashion brand 150 Yards Ahead and Italian-made trouser label Berwich will exhibit for the first time, with Arstides Vanis, Telm London, Roberto Ricci Designs and Suedebird all to be found in
the premium ‘Concept’ area, new for 2017.
Premium collections will also shine across Footwear, with Lola Cruz, Slack London, C.Doux and other names adding to the mix, and the wider footwear offering set to house over 20 new brands.
Stepping into AW17 in style, French Sole will make their Pure London debut with their collection of classic ballet flats, while handmade vegan footwear brand Collection & Co will combine modern styles with ethical materials.
Joe Browns, PINAZ, Eirene and Alice X Global will also join the footwear
Show-stopping accessories and bespoke capsule collections will take over the Grand Hall Gallery, providing buyers and retailers with stylish add-ons for the seasons ahead. Dyrberg Kern, Mar Moo,
Millissimo, Warloom, Apara, Dansk Smykkekunst, Scream Pretty and Lucky Team will all show for the first time, with many using the show as a pivotal platform for launching their business and reaching out to the UK market.
Julie Driscoll, Portfolio Director for Pure London at Ascential, commented:
“We understand the importance of newness, individuality and exclusivity of product for retailers,
and each season works hard to secure a mix of brands from across the globe so that our visitors can discover fresh and exciting collections for the seasons ahead, not to be found on this scale anywhere else in the UK.”
The next edition of Pure London will take place from 12-14 February at London Olympia. For more information, visit www.purelondon.com.
For press enquiries and images, contact Kate Stafford at Good Results PR: Kates@goodresults.co.uk or 0203 397 5180
NOTES TO EDITORS
About Pure London:
Pure London is the UK’s leading trade fashion buying event, representing womenswear, menswear, footwear, accessories and young fashion. The show offers buyers from UK and international independents, multiples, department stores, etailers and mail order, the opportunity to discover collections launching for the season ahead, attend catwalk shows and hear from their peers and other industry experts in valuable seminars and workshops. Pure London is an Ascential event. www.purelondon.com
Ascential plc is a leading international media company that informs and connects business professionals in 150 countries through market-leading Exhibitions, Festivals, and Information Services. Ascential powers the prestigious Cannes Lions Festival for the branded communications industry, the world’s premier payments and financial services congress Money20/20, Spring Fair/Autumn Fair, the global fashion trend forecasting service WGSN and environmental risk data business Groundsure. 23 of Ascential’s 32 product lines are marketing leading and occupy number one positions. Ascential exists to provide our customers with world class content and connections empowering their businesses to be the best informed and best connected. Our products enable focus, growth and value. Ascential.com