Pure London provides an exciting global platform for womenswear, accessories, footwear and jewellery brands and designers to meet with UK and international buyers that matter the most to their business. Held in the heart of London - known as the Fashion City for a reason, it’s where fashion is born and celebrated.

NEW to July 2022 will be Pure Jewel, in partnership with key industry associations and medias such as the NAJ and Jewellery Outlook which acknowledge the need for jewellers, designers, jewellery brands and jewellery manufacturers to connect within the wonderful surroundings of Olympia in West London and meet the diversifying demands of fashion retailers.

Join the next edition as we arrive back at the iconic Kensington Olympia in London, 17-19 July 2022.

High-calibre visitors

Pure London welcomes high-calibre visitors from over 80 countries worldwide, our exhibitors are in a prime position to sell to and forge relationships with independent boutiques, multiples, department stores and online stores.

Order-writing event

Pure London is an order-writing event.  40% of our retailers do not attend any other trade shows, and 79% of our visitors have direct purchasing responsibility.

Key destinations

Pure London offers inspiration through five key destinations: Womenswear, Accessories, Footwear, Pure Origin and the newly introduced, Pure Jewel. Each destination is home to the most sought-after styles and trends in their respective categories, with sustainability at its core.

Who will you meet?

Each season, we welcome key retailers, buyers, designers and industry professionals through the doors of Olympia London, helping you to get your brand in front of the buyers that matter most to you. Visitors to our past editions include, Liberty, John Lewis, Fenwicks, Harvey Nichols, Selfridges, Wolf & Badger, Yoox, Net-a-Porter, Sub Couture, Sunday Best, The Dressing Room, Mercantile London, Velvet, Pamela Shiffer.


of our retailers do not attend any other trade shows


of our visitors have direct purchasing responsibility.


of visitors place orders with Pure London exhibitors.

*Stats taken from Pure London 2019 and 2020

Book a stand

If you’d like to get in touch and explore the exhibitor solutions we have, and get more information about exhibiting, please complete the form below and a member of our team will be in touch with you shortly.