Browse the visitor FAQs section and click the quick links below to go straight to the answers you're looking for:
1. 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 - it is not open to members of the general public.
2. How can I register for the show?
To register for Pure London, please click here.
To register for a Press Pass – this will be open nearer to show open.
3. 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.
*Please note, photography is not permitted at any time.
4. 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 childs 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.
5. 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) - entry on the day without a badge is £20.
6. Can I register on arrival at the show?
Yes, you may register on arrival at the show however there is an ‘on the day’ registration and entry free of £20.00 to do so.
7. When will I receive my Entry badge?
Post: If you have opted to have your entry badge posted out to you, your entry badge will arrive within the two week run up to the show open. However, if you do not receive your entry badge by post you can still print your e-ticket which is attached to your confirmation email once you have registered to attend the show.
Email: If you opted to go green you can print your e-ticket at the end of registration or from the confirmation email once registration is complete. If you are unable to print your ticket, don’t worry – just show us this confirmation email on your mobile device.
8. Can I edit my registration details?
If you wish to edit your registration details, please go to our registration page, enter your registration key (from your confirmation email) and insert it into the registration key box at the start of the registration process. This will open your previous registration and all details can be edited. Alternatively, you can click on ‘edit details’ on the confirmation email after you have registered and this will also take you to your registration details.
NB: The option of having your entry badge posted cannot be changed in the 2 week run up to the show open days as badges will have already been posted.
9. Is my registration for the show date specific?
Registration for the show is non-date specific. Once you have registered and have printed your e-ticket/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.
10. 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.
11. 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.
2. Venue information, travel and accommodation
1. Where does the Show take place?
Olympia Exhibition Centre
2. How do I get there?
To find out more about how to get to Pure London, please see our dedicated page here.
3. Where do I park?
Parking spaces at Kensington Olympia are limited so we recommend you pre-book. For more information, click here.
4. 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.
5. 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.
6. What date/time does the show open?
Show opening times are as follows:
Sunday 11th February : 09:30 – 18:00
Monday 12th February : 09:30 – 18:00
Tuesday 13th February: 09.30 – 16.00
7. 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.
8. How do I find my way around the show once I have arrived?
On arrival to the show, show guides with floor plans will be available to collect at the entrance. Unfortunately, floor plans are not available prior to the show opening.
9. Is there an ATM?
A free ATM is located opposite Kensington (Olympia) Station, on Olympia Way. There are also ATMs available in the main foyer entrances of all the halls.
10. Are there disabled facilities at the venue?
Yes, details of disabled access and facilities can be found here.
11. Where can I eat/drink?
For a hand-picked selection of the best cafés, restaurants and bars in Olympia and around the area, click here.
3. Information about exhibitors
1. Who will be exhibiting/How many exhibitors will there be?
Pure London previews new collections from over 700+ UK and International brands. Our curated show sectors include; Pure Premium, Allure, Spirit & Athleisure, Aspire, Accessories, Footwear and Pure Man menswear.
2. Can my company exhibit?
If you are interested in exhibiting at the UK's favourite fashion buying event, please see our enquiry page here.
Alternatively you can contact our sales team via the below details:
Pure sales enquiries:
T: +44 (0) 203 033 2015
4. Catwalk and seminar information
1. How many Catwalks are there?
Edited Catwalks are held 3 times each day and draw huge crowds. Ensure you arrive early to avoid disappointment.
*Catwalk timings are subject to change.
2. What can I expect from seminars, will they improve my business knowledge?
Yes. There are a huge variety of seminars, inspirational keynotes and interviews during the show, all of which are free to attend for visitors. With 3 days of content on the Spirit Catwalk and Main Stage hosting speakers from businesses as diverse as Mulberry, GQ, Net-a-Porter and Harrods through to independent retailers, you’re sure to find sessions useful to you. There’s no need to book, just arrive early to make sure you get a seat.
*Please note that these times may be subject to change.
3. Are catwalks and seminars free to attend?
Yes, both catwalks and seminars are free to attend.
4. Are catwalks and seminars ticketed?
No, our catwalks and seminars are run on a first come, first served basis. All we advise is to arrive at the catwalk or seminar plenty of time before the start time to avoid disappointment.
5. International information
1. Do I need a visa?
Not sure if you need a visa to visit the UK? To take a look at the UK Border Agency information page, click here.
2. 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.