Pure London is the UK's leading fashion trade event held at the beautiful, iconic and architecturally significant Olympia London. Held in the heart of London - known as the Fashion City for a reason, it’s where fashion is born and celebrated.

Catering to all fashion buying needs, Pure London features a carefully curated line-up of the most coveted and exciting UK and international brands across womenswear, accessories, shoes and jewellery. A celebration of fashion, we offer a heaven of inspiration, insightful seminars and trend information. 

Visit us for our eclectic Spring/Summer edition as we return to the Olympia London, 16-18 July 2023.



Discover elegant ready-to-wear collections, evening wear, resorts wear alongside cutting-edge urban styles and exciting contemporary designs. Indulge in the essentials for every modern woman’s wardrobe and the new inspiring collections presented by new designers.

Discover more


Browse the latest range of must-have shoes styles for every occasion, from trainers to slippers, heels to flats. Find everything to contribute to the individual's outfit and express identity and personality.

View Destination


An eclectic edit of British and international fashion accessory pieces from new up-and-coming designers and established brands. No outfit is complete without the essential fashion accessory piece and it all starts here.

View Destination


Exhibitor List

Pure London features a curated line-up of the most exciting UK and International brands.

See more

Seminar Programme

Check out the seminars and speakers attending Pure London 2023.

See more

Plan Your Visit

Arrange your days, journey and accomodation for the upcoming iteration of Pure London.

See more