22-24 July 2018
Olympia London



Be "office-to-gym wear" ready with the very best in casual sportswear

This exciting, dedicated and ever growing Athleisure section showcases the latest ranges in activewear, yogawear, swimwear and underwear.

Browse Athleisure brands

The latest style news

“The beauty of Athleisurewear”

In recent times, a new trend has being making its way across the Atlantic. It originally started in California, a land obsessed with fitness and all things related, in one way or another, to well-being, and in Canada, where Lululemon launched its very successful campaign of global expansion.

Thanks to social media and that ancient habit we call word-of-mouth, the new trend soon reached the British Isles shores and spread almost as quickly as wildfires. The new trend is called Athleisure.

Read more

Browse press releases

3 Results

Experience Pure London AW18/19

Woman sectors

Woman sectors

Browse all eight exciting show sectors and explore the AW18/19 collections.

Woman sectors

Why visit Pure London

Why visit Pure London

Discover the reasons to visit the UK's most anticipated fashion event.

Why visit Pure London

Sponsors & Partners