Pure London | Olympia London, 23 - 25 July 2017 - Explore the fresh, new talent shaping the future of fashion landscape.

What's on at Pure London

Keep your finger on the fashion pulseā€¦

Pure London returns to Olympia London for another exclusive edition. Here’s why this July's event is unmissable.

London calling…Taking place in the heart of one of the world’s leading fashion capital...

Only the best will do…Each year Pure London welcomes an unrivalled selection of the most established and acclaimed brands...

Emerging designers…Explore the fresh, new talent shaping the future of fashion landscape...

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What's on pure london july

Announcing Dr Pam Hogg, fashion designer

Pure London is delighted to announce Dr Pam Hogg, legendary fashion designer, DJ, rockstar and artist, as this season’s keynote speaker on Sunday 23rd July.

Expect the unexpected, as this renowned rule-breaker and dynamic cult designer delves into the world of fashion, offering insights into her life, unorthodox design process and experiences.

During a career spanning 30 years, Dr Pam Hogg, in her capacity as a musician, has supported Debbie Harry and The Pogues and had her fabulous designs worn by everyone from Kylie to Rihanna. In 2016 she was honoured with the prestigious task of designing the BRIT Award trophies. Her Bowie-esque designs gained high plaudits from both artists and musicians alike. In the same year Pam was awarded an honorary doctorate received at the Glasgow University for her contribution to fashion, becoming Dr Hogg.

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Announcing Henry Holland, Fashion Designer & Entrepreneur

Pure London is excited to welcome the celebrated Fashion Designer Henry Holland to speak at Pure London on Monday 24th July. 

Join us by the main stage as Henry takes us through his unconventional journey of success, from print graduate to revered, international womenswear and menswear designer.

After graduating from the London College of Printing with a BA in Journalism, Henry Holland was catapulted into the fashion limelight in 2006 with his irreverent ‘fashion groupies’ slogan tees featuring catchphrases such as “uhu gareth pugh” and “get your freak on giles deacon”.

In February 2008, after two seasons showing with Fashion East, House Of Holland held its first solo show on the London Fashion Week schedule to critical acclaim.

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Henry Holland speaking at Pure London

pure london fashion forum seminars

Fashion Lectures

Hear from key industry leaders and gain insights about latest topics to help you address current challenges and achieve sustainable business growth.



Retailers of the future Pure London

Retailers of the future

You’re in an amazing position, at the very beginning of your fashion career with endless opportunities ahead. While this is a very exciting time, we know it can also be a little daunting. To help, we’ve specially tailored a free programme for you.

Retailers of the future

Meet the experts Pure London

Meet the experts

Meet the Experts is an exciting, new, additional area for Pure London SS18 this July, and provides visitors with a unique opportunity to have a 20 minute one-to-one discussion with experts from within the fashion industry.

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Destination Olympia London

The best bits from the local area for you to explore and make the most of your visit...

Handcrafted in 1886 Olympia London is more than an event space. It's where culture and heritage come together to create inspiring experiences for everyone who steps through their doors. But did you know our world famous venue has some hidden secrets...

Plan your visit to Pure London

Olympia London Pure London

Fashion Fiesta


Whether you're after the latest designer handbag or a vintage pair of jeans the local area offers everything keen shoppers could ask for: just 2 minutes from the venue is Westfield Shopping Centre, the capital's ultimate shopping experience.

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Olympia London Pure London

Cultural attractions


The Royal Borough of Kensington and Chelsea is home to some of the leading arts, culture and education institutions in the world. Just five minutes' walk from each other you will find: the Victoria and Albert, Science and Natural History Museums, as well as some more. 

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Olympia London Pure London

A taste of the capital

With over 17,000 restaurants in London, the capital is a haven for food fanatics. At the heart of the city, Olympia London is sorrounded by the best of the best. From top Michelin restaurants to the trendiest street food popups, traditional English pubs and delectable French patissieres.

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