05 Dec 2019

Editor’s choice: brands at Pure London

Editor’s choice: brands at Pure London

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.

Jilla Active, Pure Body


New and improved for 2020, Pure Body, previously known as Athleisure, will host a dynamic selection of sportswear, leisurewear, nightwear, swimwear and lingerie. Returning to Pure London for AW20/21 are British brand Jilla Active. Jilla pieces are all about combining style and technical performance, and their calming pastel palettes are the perfect workout motivation, all whilst using natural materials and environmentally friendly fabric dyes.

Carloe London, Accessories


New to the Pure London Accessories line-up is leather label Carloe London. Designed by East London artist Hannah Ludnow, each handmade bag comes in a limited-edition colour combination and the straps can be interchanged so that each wearer can create something totally unique.

Agrajain, Pure Conscious


Another new name on the Pure London line-up, Agrajain are a luxury women’s fashion brand with a focus on sustainability. Each Agrajain piece is treated as a work of art; made from peace silk, each garment is woven into a beautiful design which celebrates life and art in all of their forms.

CHÁRIS, Pure Woman


The philosophy of CHÁRIS is to provide luxurious and effortless occasionwear to flatter every woman, irrespective of age or size. Building upon the founder’s love of embroidery and colour, each piece is the epitome of femininity and class.

Discover a world of fashion brands and meet the designers at Pure London’s AW20/21 edition. Join us at Olympia London from 9th – 11th February 2020 for the UK’s Festival of Fashion.

This post was created by Pure London editor Emma Wilder


About Pure London and Pure Origin

We are the UK’s number one leading fashion trade event that brings together the entire fashion supply chain, right the way from fibre through to finished ready to wear garments.

No other UK show offers sourcing and brands together, making Pure London and Pure Origin the only event to cater to all your fashion buying needs under one central London roof.

Location & Opening times:

Olympia London,

Hammersmith Road,


London W14 8UX


Sunday 9th February 2020, 09.30 - 18.00

Monday 10th February 2020, 09.30 - 18.00

Tuesday 11th February 2020, 09.30 - 16.00

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