As a global show that celebrates newness, it’s no wonder that Festival of Fashion, Pure London, annually attracts over 300,000 industry professionals from the UK and around the world via its shows and digital platforms. To celebrate the upcoming new year and to usher in the new decade, Pure London will unveil a new era for the show on 9th– 11th February 2020 at Olympia London, with a re-edited floorplan, dedicated stages for trend inspiration and education, a new optimised website platform and omni-channel strategy, with the aim to evolve the show into a 365-content tool to lead the industry forward.
Launching for the AW20/21 show, the re-edited floorplan focuses on the National Hall and has been designed to create a curated and bespoke buying experience for visitors from across the industry, bringing a new synergy to the space and between the sectors. Pure Man remains in the National Hall, but with social and environmental issues of paramount importance to the young generation and responding to the continued growth in impact brands Pure Conscious moves down to the Ground Floor of the National Hall alongside GenZ. The new Pure Body sector adds athleisure, casual sportswear ranges, nightwear, lingerie, and swimwear into the mix, while Bubble showcases the best in kidswear.
The re-edit is designed to elevate the visitor experience; providing return on investment and return on time for busy buying and sourcing teams, whilst also allowing retailers to explore new sectors and experience the show in a different way.
Gloria Sandrucci, Event Director at Pure London and Pure Origin says: “By bringing together the Pure Conscious, Pure Man, Bubble, Pure Body and GenZ sectors we have created a special curated shopping experience and brought a new synergy to the space. Our aim is to create a unique experience for retailers that are expanding their product range following the consumers’ behaviours to make their shop inspiring and offer newness.”
In response to the ever-growing demand for live content, as evidenced at the July 2019 show, Pure London will also launch a revamped content stage concept at the February ‘20 show. On the Main Stage, situated in the Grand Hall, visitors will be presented with the ultimate visual trend hub with back to back catwalk shows and trend presentations. The Future Stage in the National Hall has been renamed the Nomad Stage, offering a dedicated platform for industry leaders, changemakers and personalities to discuss the most pertinent and significant global topics in the industry, share their stories, and offer practical business advice.
The show has also unveiled its newly optimised website, designed to elevate brand presence. Acting as a global fashion resource available 24/7, 365 days a year, Pure London’s omni-channel content strategy and new website aims to unite brands with buyers, sourcing managers and industry professionals while offering year-round inspiration, education, industry insights and trend-led content that mirrors the seasonal on-site experience.
Offering over 1,300 of the latest collections across the entire industry, visitors to Pure London and Pure Origin can explore the full fashion supply chain under one roof – creating the only fashion trade show in the UK that offers this unique experience.