19 Jul 2019

Over 150 news brands confirmed for this weekend's show

Over 150 news brands confirmed for this weekend's show

This July’s Festival of Fashion Pure London, taking place from the 21st – 23rd at Olympia London, is set to be the ultimate hunting ground for discovering hundreds of new brands and up and coming designers. Across all sections of the show visitors will discover newness and inspiration. Featuring womenswear, menswear and kidswear, Pure London’s expertly curated show sectors caters to all buying needs.

Experience a show that not only offers a haven of creativity and never-before-seen collections but also extensive daily eye-opening panels and educational seminars from industry leaders and change-makers, as well as leading trend and colour forecasting for SS20 and the continuation of the Power of One campaign with Common Objective and the Conscious Fashion Campaign. Together with sourcing show Pure Origin, Pure London connects the entire fashion supply chain under one roof and offers over 700 exciting brands including in womenswear NIKKIE’s Selected by Kate Moss collection, Sofie Schnoor, Mos Mosh, The Korner, Rinascimento, and Dk Company. The streetwear sector continues to grow within Pure Man and Gen Z with the re-launch of Bench, as well as new brands Oren Kash, El Ganso, Ragged Priest, and Cubic.

Within Footwear & Accessories look out for the new collections from Ipanema, Holster, Vanessa Wu:  Footwear, Kookii B, Smith & Canova, Sence Copenhagen, Christina Brampti and One Hundred Stars. Athleisure showcases new brands In ‘A’ Seashell and Wear FIKA while in Bubble at Pure London don’t miss Lola Starr, Yumster, Ativo and Annafie.

Pure London continues to champion sustainability and ethical brands. The Pure Conscious sector reflects the sea change across the fashion industry and offers a platform for ethical brands, such as Mayd in Chyna, Ulsto and People Tree, to reach a new audience.

Gloria Sandrucci, Event Director at Pure London says; “Our aim is to make Pure London the most inspiring fashion platform in the UK by being constantly relevant and innovative and most importantly adaptable to the industry needs while thriving in customer service. Following research amongst buyer we are expanding our European offering, and we are looking forward to welcoming all our new brands and hope to excite and inspire our retailers by bringing together a fantastic mix complemented by high quality content from leading industry experts and inspirational catwalk trends. The vibe and the energy generated by the incredible networking opportunities is addictive, and the amazing collections shine under the natural light of Olympia London.”

The Power of One campaign continues this season, highlighting the simple changes that can make a big difference. Guided by the United Nations Global Goals for Sustainable Development (SDG’s) and with our partners the Conscious Fashion Campaign and Common Objective, Pure London aims to educate on key issues, highlight existing and future solutions, spark much-needed conversations, and encourage the industry to take small yet powerful steps towards a sustainable future for fashion and beyond.

Qiulae Wong from Common Objective says; “We're incredibly excited to be partnering with Pure London and offering brands and buyers insight into how they can use Common Objective's (CO) technology to develop and execute on their sustainability strategy. Our main aim at the show is to understand the sustainability challenges of suppliers and buyers at the show and connect them with the solutions we have on site - be it data, case-studies or a new supplier.

In addition, raising awareness about the solutions (as opposed to the problems) is a defining principle on which our platform is built, so our Pure London seminars and workshops focus on how suppliers and buyers can balance profits, people, and the planet - business in three dimensions - with our latest toolkit, The 3D Business Suite.”

The show’s own pledge to be Fantastic NOT Plastic resumes with its aim to cut down on single use plastics. The organisers are keen for exhibitors and visitors to bring their own reusable water bottles and hot drinks containers on site. Extra water stations have been installed onsite so visitors won’t need to buy plastic bottles of water – save money and the planet. For those unable to avoid using plastic, new recycling points around the show floor will ensure plastic waste is dealt with responsibly and kept to a minimum.

Pure London is also inviting visitors to make their own pledge and take a sustainable selfie, sharing on social using #PowerofOne. The Power of One wall is back for SS20, positioned at the heart of the show. The ideal spot for an Insta-perfect selfie, as well as a communal place for everyone to make a pledge.

Priding itself on an industry leading content programme, hear the experts’ tips on running a sustainable business, developing a green supply chain and more on the Main, Future and Origin stages, across all three days of the show. For the full schedule visit https://www.purelondon.com/seminarprogramme.

Pure London takes place at Olympia London from the 9 – 11th February 2020. 

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 9 February 2020 09:30 - 18:00
Monday 10 February 2020 09:30 - 18:00
Tuesday 11 Febuary 2020 09:30 - 16:00

View all Inside Fashion

Partners and Sponsors