Pure London | Olympia London, 23 - 25 July 2017 - The best of Pure London July SS17

Past season highlights

The best of Pure London July 2016

So much inspiration at Pure London July 2016, full of new up-and-coming brands, all-time classics, key industry speakers, insightful seminars, and must-see catwalk shows. Simply put, Pure London was once again the space for individuals to express themselves, and live a life less ordinary. 

"We have come to the show for inspiration. It's much bigger than the other shows we've been to and the brands here are adapted to everybody. Pure London is versatile & spacious." Laura Del Gaudio, Ladieswear Specialist | Hugo Boss

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Catwalk image gallery pure london

Browse the Pure London SS17 Video Gallery:

Pure SS17 Highlights


Pure SS17 Brands


Main Stage Catwalk Day 1


Main Stage Catwalk Day 2


Browse the Pure London SS17 Image Gallery:

Catwalk Image Gallery Day 1



Spirit Catwalk Image Gallery Day 1



Theme for next season

For AW17, we move the focus to an energy, an intense, closed feeling. A cold sensation runs down your arm, something is not quite what it seems. Your adrenaline runs high. The excitement of being part of something undiscovered.  

Leaves have turned in the crisp air. Nature glistens in the half-light with luxurious, rich colours. Your curiosity urges you to be there. An intense moment between being and nature. A space that’s almost tangible. Let it enchant you. Let your soul be flooded. Bring this deep, eccentric drama to life. One colour, one feeing, one vision. Saturated Soul. 

Saturated Soul is inspired by WGSN’s AW17 fashion trend forecast.

Why visit Pure London

Why visit Pure London

Pure London and Pure Man is the best place to source new collections for your store, department or online showroom.

Why visit Pure London

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Why exhibit at Pure London

Pure is an order writing tradeshow with over 82% of our visitors either directly responsible or influential in purchasing decisions.

Why exhibit at Pure London

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