• 16-18 JULY 2023 | OLYMPIA LONDON

Visit Pure London!

Join us for the UK's largest festival of fashion. See up-and-coming trends in person, place orders and connect with international brands and designers.

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Who we are

Pure London is a trade collective of global fashion designers, brands, buyers, creative minds and industry leading educational seminars. We provide an international platform for hundreds of brands who shape trends and lead the conversation on sustainable fashion.

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Buy across 6 fashion destinations

Empowering change

Our mission is to become the UK’s most inspiring and diverse celebration of fashion, providing the most trusted trends insights, speaking up for sustainability, and offering transformative business opportunity.

Why visit?

Retailers who attend

Start your sustainability journey

We've launched The Independent Fashion Retailers Sustainability Toolkit to help both buyers and exhibitors on their journey to becoming more sustainable. 

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The latest Inside Fashion

  • RIXO's new 5,000 square foot flagship store is a prime example of experiential retail. It has a coffee kiosk and a beautifully designed cocktail bar where customers can enjoy the brand's experience. D ...
  • Pure London, the UK's largest festival of fashion, has revealed its Nature-Verse theme for the July 2023 show. Created in collaboration with the show’s trend agency partner Promostyl, Nature-Verse is ...
  • According to an in-depth research and analysis by the MBS Group and the British Retail Consortium, about Diversity and inclusion in UK retail, 91% of retailers have a D&I strategy, “but generally many ...

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