Who can attend?

Pure London is held twice a year and is the UK’s leading trade fashion buying event. Pure London is only open to registered trade visitors, those looking to start a new business (in the next 12 months) and accredited journalists. Unfortunately, it is not open to members of the general public.

I am a student, am I able to attend the show?

Students of Undergraduate level and above (individuals and groups) on relevant courses of study are welcome to attend after 9am on the last day of the show but will not be permitted to trade. Students will be asked to show an NUS identity card or equivalent student identity. All students will be required to register for the event via the normal registration process. Students are permitted to attend the Catwalk on the last day of the show at 12 noon *Please note, photography is not permitted at any time.

Can I bring children?

We strongly advise that children under 16 do not attend the event as this is a large trade-only event and there are no crèche facilities. A child entry pass will be required for all those under the age of 16 – these can only be picked up on the day from the registration desks in the main entrance. Anyone over the age of 16 will be required to register for the event via the normal registration process.

Is the show free to attend?

Entry is free to all trade visitors who register online (or those looking to start a new business in the next 12 months).

Can I register on arrival at the show?

Yes, you may register on arrival at the show however we encourage you to register prior to attending to avoid any delays on the day.

When will I receive my entry badge?

You will receive your entry badge 1-2 weeks before Pure London via email. Badges will not be sent via post.

Can I edit my registration details?

If you wish to edit your registration details, you can do so by opening your confirmation e-mail and opting to ‘edit’. Alternatively, you can get in touch at visitor@purelondon.com and one of the customer success team will be happy to help.

Is my registration for the show date specific?

Registration for the show is non-date specific. Once you have registered and have printed your badge/received your entry badge you are able to attend the show on any of the show open days and as many times as you wish. Only students are restricted to the final day of the show.

Where does my visitor e-ticket/entry badge allow me access to?

Your e-ticket/entry badge allows you access to the whole show unless stated otherwise. For example, if your e-ticket/badge states ‘Press’ you will have access to the show Press Lounge. Your entry badge will also give you access to Source Fashion, taking place in the National Hall at Olympia London on the same show dates.

What if I have forgotten my badge when I arrive at the show?

Registration staff at the main registration desks will be able to find you by company name/surname on our database to print your entry badge. If you can, please provide proof of company name or surname via business card or confirmation email etc. The reprint of an entry badge and entry to the show without proof of identification will be done at the registration staffs discretion.

Where does Pure London take place?

Pure London takes place at the iconic Olympia London, Grand Hall, Hammersmith Road, London W14 8UX. Visit www.olympia.co.uk for more information on the venue.

How do I get to the event?

To find out more about how to get to Pure London, please see our dedicated Travel page here.

Where can I stay?

To find out more about where to stay, and for our special accommodation deals for visitors to Pure London, please see our dedicated page here.

Is there free WIFI at the venue?

Yes, free WIFI is available at the catering outlets around the halls. To connect, select ‘Public Access’ and accept the terms and conditions on your browser page.

What date/time does the show open?

The July 2023 edition of Pure London will run for three days.

  • Sunday 16 July 2023, 09:30 - 18:00
  • Monday 17 July 2023, 09:30 - 18:00
  • Tuesday 18 July 2023, 09:30 - 16:00

Is there a cloakroom?

Yes, there are cloakrooms available near the main entrance. Prices start at £1.00 per item. Items are left at your own risk. Large cases accepted within reason.

How do I find my way around the show once I have arrived?

On arrival to the show, show maps with floor plans will be available to collect at the entrance. 

Do I need a visa to visit the UK?

Not sure if you need a visa to visit the UK? To take a look at the UK Border Agency information page, click here.

I require an invitation letter to assist with my visa application. How do I apply?

Unfortunately, we cannot issue personal/individual letters of invitation for visa purposes. Once you have registered via the show website you will receive a confirmation email which should be sufficient for visa application.