Why visit Pure London

Pure London is the UK’s leading fashion trade show

Pure London is a Festival of Fashion, offering a haven of inspiration, never-before-seen collections, mind-opening seminars and key trend information.

Catering to all of your buying needs, Pure London features a carefully curated line up of women’s, men’s and children’s fashion, including footwear, accessories and ethical collections.

Together with our sourcing show Pure Origin, Pure London connects the entire fashion supply chain under one roof and provides a gateway between the UK and the rest of the world.


Content 365

With a keynote exclusive from the legendary Dame Zandra Rhodes, the latest trend forecasts direct from our partners Unique Style Platofm and much, much more, this season will be full of unmissable moments. Find out what we've got in store for the AW20/21 edition.  

See the programme

Power of One

Power of one

The Power of One campaign is all about inspiring individuals to make small changes to make a big impact on our sustainable futures. In line with Conscious Fashion Campaign and the UN’s Global Goals, we’re championing a conscious fashion industry. 

The Power of One

Join us at Pure London

Register today

Register to visit Pure London before the next edition and receive your all-access pass to a world of fashion, free of charge. Inspiring brands, exclusive content, trend forecasts and more are just a few clicks away.


Footwear & Accessories

Footwear & Accessories

No outfit is complete without the perfect accessories. Find that little something extra for your customers at Pure London.



Looks good, does good. At Pure London, we take sustainability seriously. Find the brands making their voices heard on the issues that matter.

Pure Body

Pure Body

Our ever-growing Athleisure section answers to the industry demand with new additions every season, from everyday wear to technical sportswear ranges.

Pure London AW 20/21 brand list


Behind the brands

A visit to Pure London puts you in touch with hundreds of fashion brands and their latest collections. But if you’re as curious as we were, you’ll want to hear some of their fascinating stories too. 


More Behind the Brands 


Don't just take it from us...

  • "I’m here to discover new brands and to make contact with some names that are already on our books. This is the first time I’ve actually been to Pure and there’s a couple of brands here that I’ve been watching on Instagram that I wanted to come and see, and we’ve also had a couple of meetings with some existing brands as well. Trade shows are always good because you never know when you’re going to find those little undiscovered gems which is something I’m quite passionate about."
    Anthony Kitterman, ASOS
  • "The catwalks [at Pure London] are just so inspirational, and you always learn so much from them."
    Zoe Anne Jones, Harrods
  • "We come to [Pure London] every season... and we're always looking for something new and different! Our primary reason for attending is to make orders, but it's always really interesting to get an overview of the colours and trends for the season ahead as well."
    Megan Calcutt, Cordelia James


Start planning your visit to Pure London 

Plan your visit

Plan your visit

Check out our dedicated page to continue planning your visit to Pure London 2019.

Plan your visit



As you will be part of Pure London, you can get discounted rates around Olympia.

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Platinum Exhibitors

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