Why visit Pure London?

Pure London is the UK's leading fashion trade event for contemporary and directional womenswear, young fashion for men and women, accessories and footwear. Held twice a year, every February and August, in Kensington Olympia it continually attracts over 10,000 buyers each season.

Over 900 brands are displayed every season at Pure London, each hand-picked for their quality and representing the middle to high end market. Pure London is divided into six distinct sections so that brands are grouped by type, making it easier for buyers to find what they’re looking for.

Womenswear (Ground Floor)

Directional - The Directional section houses all of the inspirational brands with a focus on design and creativity for the fashion forward woman, such as Nougat, Fever, InWear, Isabel de Pedro and Betty Jackson Two.

Studio - The Studio section includes contemporary bridge lines that offer a wide mix of tailored and time-less collections, including brands such as James Lakeland, Lauren Vidal, Masai and Sahara.

Boutique - The new look Boutique section of the show offers exquisite evening and occassion wear for the modern woman from brands such as Anoushka G, Cabotine, Ian Stuart London and John Charles.

Young Fashion (Ground Floor)

Spirit - Spirit offers a platform for exciting creative young fashion brands for men and women, ranging from street inspired through to feminine and quirky, including brands such as Desigual, Eucalyptus, People's Market, Monkee Genes and nümph.

Accessories (Upper Level)

The Accessories section features the latest and most creative brands from across the accessories industry - ranging from jewellery to bags, wraps, sunglasses, hats, hosiery and watches. Brands featured include ck Calvin Klein, Fiorelli, Konplott, Lola Rose and Vivien Sheriff.
New to Pure London February 2010, is the Funky & Fresh accessory section encompassing all the must have brands for the cool, young fashion retailer. The brands featured will include Lulu Australia, Miss Sugarcane and 4 Me by Julie Bernandin.

Footwear (Upper Level)

A section dedicated to designer and contemporary footwear brands from across the world. For February 2010, the Footwear section will be divided into three specific sections - New to Pure, Design Led & Trend Led - making the buyer experience a whole lot easier. Brands include Audley, Belen Donate, Bourne, Chie Mihara, Fly London, Terra Plana and Steve Madden.