Doors open at Pure London on Sunday

Pure London, the UK’s largest Festival of Fashion, will open its doors at Olympia London this Sunday 16 July.  Visitors will discover an enticing collective of global fashion brands including Desigual, EMME Marella, Penny Black, Mirla Beane, GWD by George Davies, Haris Cotton, Glamorous, Humility, Joules, La Fee Maraboutee, Les Waves, One Hundred Stars, Onjenu, Tribal, Elisa Cavaletti and Vilagallo showcasing their new collections alongside leading industry speakers including George Davies, inspirational trend presentations and the sensational catwalk shows.  The season will also introduce new collaborations with Graduate Fashion Week and #TOGETHERBAND by BOTTLETOP.

Gloria Sandrucci, Event Director at Pure London said, “Pure London is a truly global event and this weekend we’re welcoming brands from all over the world, who shape the trends for the season and lead the way on sustainability.  The Pure London catwalk show is going to be better than ever and give insight into the trends and colours for next season. The line-up of industry experts in our busy content programme is fantastic and promises to tackle some of the biggest issues facing the industry today, sustainability and the next step in the digital revolution.”

New for this season is destination POP, inspired by pop culture and inviting visitors to engage with the next generation, offering a diverse selection of streetwear, alternative, gender neutral collections, festival ‘fits and tech infused pieces. Driven by inclusivity, innovation and diversity POP will be home to creative, fun, cultured and environmentally tuned-in collections.  Pioneering designers in this destination will include, Wild Flower, Lace & Beads, Chet Rock, Maryisa and Mysimplicated.

Sustainability remains at the heart of Pure London. Entirely unique to the show, the Sustainable destination uses the United Nations Sustainable Development Goals (SDGs) to assess the impact of all exhibitors, who must demonstrate that they are tackling specific key issues to exhibit.  Perfectly aligned with the ethos and purpose of Sustainable, is new destination sponsor #TOGETHERBAND by British luxury sustainable brand BOTTLETOP, a global campaign that aims to bring together one billion citizens to promote and achieve the SDGs.  Sustainably minded and social conscious exhibitors include Pink Lemons, Ochre Cashmere, LueL, Flowers and Leaves, Bohema Clothing and Friend of the Earth.

The Sustainability Hub will introduce brands to the The Independent Fashion Retailer Sustainability Toolkit, created by Pure London as an invaluable resource, providing a step-by-step guide with tangible and practical information on everything from reducing carbon footprint and energy consumption to sustainable packaging, to encourage retailers to embrace sustainability in their business. Visitors can also join Pure London Sustainability Ambassador, Olivia Pinnock for a panel discussion on Monday 17th July at 3.30pm. The Circular Revolution: Redefining Fashion's Future through Circular Fashion, with four sustainable fashion advocates; Kalkidan Legesse, CEO – OWNI, Cassie Quinn, Founder - CQ Studio. Cameron Saul, CEO & Creative Director - BOTTLETOP & #TOGETHERBAND and Harriet Saywood-Bellisario, Founder & Designer - Saywood.

Highlights of the weekend’s captivating speaker schedule include the Fireside Chat with Eric Musgrave and George Davies discussing his career, his thoughts on the UK fashion market today, the future of UK retail and more on Sunday 16 July at 1.30pm. ‘The Colour Counsellor’ Jules Standish will share her thoughts on harnessing the Power of Colour for Sustainable and Inclusive Fashion on Monday 17 July at 11.30am. Pure London trend partner, Founder and Creative Director Malaika Ewande of creative consulting bureau, Vesuvius will host exclusive trend seminars at 10.30am on both Sunday and Monday. 

One of the most attended and visual features for visitors is the Pure London Catwalk show, confirmed to take place three times a day. Each show will bring to life the trends of the new season with key pieces from exhibitors edited and styled on models.  New for this season Pure London demonstrates their commitment to fostering emerging talent and supporting the next generation of fashion innovators by partnering with Graduate Fashion Week. Winners of Graduate Fashion Week will join the catwalk show featuring alongside the established and exciting emerging brands giving these rising stars a unique platform to present their designs to the fashion industry.

Gloria Sandrucci said, “This season, Pure London is all about newness. We have a host of new and innovative brands, a new destination, incredible new partnerships, and an exciting content programme.  I can’t wait to open the doors to visitors on Sunday and kick off what is set to be an incredible show.”

The Pure London, Scoop and Source Fashion shows return to Kensington Olympia in London, 16-18 July 2023.

Pure London’s mission is to become the UK’s most inspiring and diverse celebration of fashion, providing the most trusted trends insights, speaking up for sustainability, and offering transformative business opportunity.

For further information on Pure London and to register please visit www.purelondon.com 

For further information on Scoop and to register please visit https://scoop-international.com/Home

For further information on Source Fashion and to register please visit https://www.source-fashion.com/ 

To join the Pure London exhibitor line-up please contact Gloria Sandrucci – Gloria.Sandrucci@purelondon.com 

For further press information please contact: Emma Hussain or Philippa Suitters at Good Results

Email: emmah@goodresults.co.uk Tel: 07535 807367

Email: philippas@goodresults.co.uk  Tel: 07866 362980