Pure London SS17

Writer: Suzana Rabello de Souza

Photographer: Lens and Hound


From 24 to 26 of July, Olympia London was home for this year’s edition of Pure London. The trend show, launched in 1997, serves as a hub, connecting new brands, emerging designers, trend gurus and fashion buyers.

Organized by i2i Events Group, Pure London brought together more than 800 brands in a variety of fashion fields, including womenswear, menswear, footwear, accessories and young fashion.

In fact, this year was the first time menswear was incorporated to the show – during its February edition. The decision was made after 75 percent of the menswear buyers interviewed by the event’s organizers stated they would attend the show if men’s fashion was to be exhibited. The research also revealed buyers prefer events that showcase “all in one”, in opposite to having to attend a different show or fair for each category.

According to veteran retail commentator, Richard Hyman, UK is today the leading in retailing – position occupied by the USA for many years. Hyman believes the UK market has become more dynamic and creative and, therefore, more competitive.

The UK Fashion Market report forecasts UK spending in clothing, footwear and accessories will grow from £51.1 billion in 2015 to £57.7 billion in 2020 – a growth of more 12 percent.

Pure London makes good use of these analysis and results to create the best network environment for buyers and sellers to experience new products and services, test new ideas, launch new solutions and share inspiration.

One of the highlights of the event is the exclusive trend forecasts presented by WGSN – the world leading authority in fashion trends. WGSN presented the Buyer’s Briefing for Spring/Summer 17 womenswear, bringing a checklist of new and carry-over items, colors, fabrics, prints and patterns that are expected to be the key notes for the next season.

With the theme “A Life Less Ordinary”, this year’s edition of the show invited buyers to embrace a fashion that “does not conform”, shouting out for individuality and personality, and bringing together bold brands and designers.

The seminars and catwalks addressed some of the challenges faced by retailers, offering paths to solutions through sophisticated social media presence and the understanding of the power of ethical fashion.

Check below a few snapshots from this July edition:


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The sponsors and partners of the July edition of Pure London can be checked at http://www.purelondon.com/.