Pure London is the UK's leading and largest trade fashion buying event held at the beautiful, iconic and architecturally significant Olympia in Kensington, London. A celebration of fashion, we offer a heaven of inspiration, insightful seminars and trend information. 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, footwear and jewellery.

Launching in July 2022 will be Pure Jewel, in partnership with key industry associations and media outlets such as the NAJ and Jewellery Outlook which acknowledge the need for jewellers, designers, jewellery brands and jewellery manufacturers to connect within the wonderful surroundings of Olympia in West London and meet the diversifying demands of fashion retailers.

Pure London is well and truly back. Come and visit us as we arrive back at the iconic Kensington Olympia in London, 17-19 July 2022.



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.

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Browse the latest range of must-have footwear 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.

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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.

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Register your interest for Pure London 2022

Please register via the form below if you are interested in visiting our next event and we will be in touch soon!