Inside Fashion

This is the hub for all our fashion content. Navigate current challenges and drive business growth! Inside Fashion will bring you the most relevant trends and advice from fashion industry insiders so you can stay ahead of the game. Listen to our Fashion Questions podcast, watch video interviews from the show floor and those filmed in-house at our broadcasting studio and read articles by us, our partners and guest writers.

Latest Content

  • From bellwethers to new brands, there’s plenty to see at Pure London’s AW20/21 edition. To get you excited for the season ahead, I’ve picked out a few of my favourites from across the show.
  • About the Editor

    04 Dec 2019
    Meet the Pure London content editor, Emma Wilder
  • We’ve asked our Pure London exhibitors five simple questions to get to know them better ahead of the AW20/21 show. Meet Safa from Pipichu...
  • We’ve asked our Pure London exhibitors five simple questions to get to know them better ahead of the AW20/21 show. Meet Aaron from Salvo Amor...
  • Take a look at some of the conscious commitments being made at Pure London HQ and by some of our brands.
  • To celebrate the upcoming new year and to usher in the new decade, Pure London will unveil a new era for the show on 9th- 11th February 2020 at Olympia London.
  • Based on intelligence provided by our trend partners over at Unique Style Platform, I’ve pulled together a quick overview of the key trends to look out for this buying season.
  • As we start to edge closer to the upcoming edition of Pure London, these are the ways to get your pre-show marketing working at its best.
  • From big name brands to exciting industry-leading independents, Pure London is a must-visit trade show for fashion buyers from across the UK and the rest of the world.
  • As consumers are ever on the hunt for convenience digital real estate has become an increasingly important asset to fashion brands and retailers alike.
  • Pure Origin expanding into the luxury fashion market with the launch of Origin LUX at the next edition.
  • In a world where new boundaries are drawn every day, it’s time to break free from the limits.
  • Discover your place at Pure London's Festival of Fashion this February. 
  • Discover your place at Pure London's Festival of Fashion this February. 
  • In a move designed to create a wider offering across the active and loungewear sectors, leading festival of fashion Pure London will launch Pure Body at the February 2020 show.
  • The Club at Pure is designed to bring key buyers together with our exhibitors, facilitating meetings and order writing to add even more value to the show. To find out more, I spoke with our Buyers Acq ...
  • Exploring gender fluid fashion

    09 Oct 2019 Emma Wilder
    As an industry, so much of fashion is tied up in both self-expression and cultural values. Recently, the conversations surrounding LGBTQ+ identities have opened up across the media and it’s given fash ...
  • Inclusivity and diversity in fashion

    08 Oct 2019 Emma Wilder
    As social media and a greater connectedness amongst designers and consumers opens doors to new conversations, the future of the fashion industry is looking much more diverse in more ways than one…
  • Style tribe membership goes beyond getting on board with the latest style trends; it is a way to mark affinity to and identification with a subcultural group with a shared set of interests and values. ...
  • Get a sneak peek at some of the trends you’ll be seeing at Pure London this season, with the top picks from Fashion Week in Europe.
  • Owners of the UK’s leading fashion trade shows Pure London, Jacket Required, Moda and Scoop, ITE Group plc is pleased to announce its change of name and new brand identity to Hyve Group plc.
  • London Fashion Week 2019: the trends

    19 Sep 2019 Emma Wilder
    When Fashion Week makes its way across the pond fresh from New York each year, there’s a lot to pay attention to. Here are some of my favourite trends from this season’s catwalks to get you inspired.
  • Talking menswear with Karlmond Tang

    18 Sep 2019 Emma Wilder
    To get some extra insight into the ever-growing menswear sector, I sat down with Karlmond Tang to find out more…
  • On trend: utility

    16 Sep 2019 Emma Wilder
    Way back when, in September 2018, the SS19 catwalks told us one thing: utility is in. And if this year’s London and New York Fashion Week looks are anything to go by, it’s a trend that’s here to stay.
  • From big names to independent boutiques and designers, Pure London and Pure Origin draw an enviable crowd. Product technologist for Marks & Spencer, Sarah Poulton, sat down with me at the July 2019 ed ...
  • Sustainable fashion isn’t traditionally associated with the things we might call luxury. Whilst high street brands, like H&M, have played their part in making sustainable the new normal, the conscious ...
  • The lowdown on sustainable footwear

    04 Sep 2019 Emma Wilder
    From vegan soles to coffee ground trainers, footwear is well and truly at the forefront of the sustainable fashion revolution. Since there’s so much being done to keep our feet earth-friendly, I decid ...
  • How to: start a conscious clothing line

    03 Sep 2019 Emma Wilder
    From ethical manufacture to eco-friendly fabrics, there’s all sorts of conversations going on in the fashion industry about the pros and cons of a more sustainable approach to style. But, whilst we’ve ...
  • It’s always a privilege to welcome some of fashion’s biggest names through the doors of Pure London and Pure Origin. I was lucky enough to meet with Harrods Express Tailor Zoe Anne Jones, to find out ...
  • Both in terms of industry growth and exciting innovation, the kidswear sector has been busy with the business of growing up. Fresh from Bubble at Pure this July, here’s what we’ve been seeing in the k ...

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