What's On
11-13 February 2024, Olympia London
After over two years apart, we are so excited to finally reunite the fashion, jewellery and sourcing community at the iconic Olympia London. Over three days, discover an edit of the most exciting and inspiring UK and international designers showcasing their collections across Womenswear, Footwear, Accessories, and the new fine jewellery spotlight, Pure Jewel.
We can't wait to reunite the industry, together with a brand-new look-and-feel, this is a show experience with real WOW factor.
FIND YOUR FASHION
Pure London is back, discover a new floorplan edit with five destinations: Womenswear, Footwear and Accessories, Pure Jewel and Pure Origin.
BE INSPIRED AS THE CATWALK RETURNS
There’s 9 catwalk shows across the 2 days showcasing the latest womenswear, footwear and accessories brought to life.
THE LATEST FROM THE INDUSTRY
From styling tips and tricks with Fashion Stylists Mark Heyes and Lynne McKenna to Facing the Climate Crisis with Fashion Model and Influencer Arizona Muse.
NETWORK AMONGST NEWNESS
Pure Lab, positioned at the front of the show, champions an edit of exciting emerging designers - retailers can truly focus on newness.
EXPLORE MORE PURE LONDON
Visitor FAQs
Read our most frequently asked questions and get ready for Pure London, we can't wait to see you there!
Plan your visit
Arrange your days, journey and accomodation for the upcoming iteration of Pure London.
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