Pure London returned to Kensington Olympia for its 27th season on Sunday 14th, Monday 15th and Tuesday 16th February.

Over 950 contemporary womenswear, young fashion, accessories and footwear brands were displayed over 14,600sqm across the 3 days. 

This season saw the highest number of visitors ever to attend Pure London (an increase of 23.5% on Aug 09)

Feedback from the show was positive; see what some of the exhibitor brands and buyers had to say about Pure London:

Buyers:

“We've been coming to Pure since the start and it gets better and better. The layout feels slightly more spacious which is good. We come to see if we can find anything new, that’s what it's all about. We did eight new labels last season - in this day and age you can’t stand still especially when you are in a town with lots of shops like we are.”
Jean Molyneux, owner of Applause in Leamington Spa

“It seems very buzzy. We come to Pure most seasons, it is a very good show."
Geraldine Keane, owner of Molly’s in County Cork, Ireland

“I am always on the lookout for new things and while I don’t do a lot of buying at Pure it is great to get an overview."
Heather Grant, owner of Gallivant in Thame, Oxfordshire

Brands:

“We really like the show and are in a great spot. I saw a glimpse of the catwalk earlier and it looked great. For the first day it is pretty busy, we have had a lot of people on the stand already. We are showing the AW collection and we also have a rail of SS stock for cash and carry. Not everyone has had the opportunity to see it and it gives people a second chance to buy into the collection.”
Milda Krass, Marketing Manager, Aftershock

“We have had a good flow of people, both UK and international buyers. We are in the same position as last year but so far there seem to be more people around. We have opened 20 new accounts already, mainly in places where we haven’t got boutiques already.”
Clare Nepal, Director, Yumi

“So far it is going really well. It is only Sunday morning and we have already opened four new accounts. We have also written orders with existing customers and done some stock sales, which is great. We haven’t been here for a few years and I haven’t had a chance to walk around yet. I did see the catwalk show which was fun and the layout seems simple and easy to get around.”
Clarissa Atkins, Marketing Manager, Fullcircle

Didn't make it to Pure London? View all featured brands in our online directory. You can search by brand name, product type and show section or even for new, exclusive and launching and ethical brands.


Highlights from the show included a live performance from Soul II Soul on Sunday. If you missed it, check out the footage here