About

Who we are

Pure London is the UK’s leading fashion trade show. Uniting the entire fashion supply chain under one central London roof, it is the only UK show to offer ready-to-wear collections and fashion sourcing side-by-side.

The Festival of Fashion brings newness, inspiration, and innovation to the halls of Olympia London twice a year, in February and July, bringing the latest insights for the seasons ahead.

Each year, we welcome over 17,000 visitors and host a curated line up of over 1,300 ready-to-wear collections across women’s, men’s and children’s fashion and over 150 suppliers and manufacturers within Pure Origin.

Pure London is more than just a trade show; it’s where UK fashion meets the rest of the world.

Pure London is a trade collective of fashion brands, buyers, minds and inspirations.

About Pure London

Pure Origin brings together all aspects of fashion sourcing and manufacturing under one spectacular roof at London’s Olympia.

About Pure Origin

Driving UK retail forward for 2021

For 2021 we are refuelling UK retail in a post-Covid world. During the lockdown, Hyve Group’s UK shows have been a beacon for retail, offering a platform to celebrate kindness, provide inspiration, and facilitate communication amidst a global crisis that has affected us all.

Now, it’s time for us to refuel the industry, breathing life back into UK trade, and reimagine where new opportunities lie, as we embrace the new normal.

Our market-leading retail shows are a vital cog in our industry; they are designed to guide brands, designers, manufacturers and retailers on their journeys to future success. Our shows are places of discovery, destinations for purchase-ready buyers, dynamic environments where business is done, and orders are written.

As the light grows brighter at the end of the tunnel, our shows are here to help brands and businesses come back from the crisis stronger than ever. We are the hub for creativity, inspiration and business in the UK; our shows bring the industry together, building communities, nurturing collaboration and facilitating relationships that last.

We are reclaiming control and paving the way to a brighter future. Join us as we refuel retail in 2021.