Pure London returns at London Olympia
by Modem – Posted July 20 2022
© Modem

After a two-year hiatus due to Covid and international travel restrictions, womenswear trade show Pure London opened its doors at London Olympia in Kensington on July 17 to 19, 2022. Pure London is the UK's leading trade fashion buying event, representing womenswear, footwear, accessories, jewellery and young fashion. It brings together the brightest minds and creatives in the industry twice a year to showcase the best of the season’s collections, discover the latest trends, exclusive business insight, and all-important international connections.
Dedicated Country Pavilions from over 30 countries showcase a collection of leading producers, manufacturers and designs from Peru, Madagascar, North Macedonia, Uzbekistan, Hong Kong, Poland, Turkey, Spain, Italy, South Africa, India, Romania, Jordan and many more.

“It’s been the most extraordinary two years and Pure London has been sorely missed by so many," said Gloria Sandrucci, event director, Pure London. "It is the home of fashion, the home of jewellery, and we are back to serve our industry offering a platform for global brands and designers. We return with our commitment to offering a truly global show firmly in place. Not only do we present a curated edit of womenswear, accessories, jewellery and footwear, we are renowned for offering our visitors the best trend presentations, insightful and inspirational speakers, trend-led catwalk shows, and support and guidance on sustainability and other key issues facing our audience.”

Among the main news, there are a new trend agency partner Promostyl delivering unmissable presentations on the forthcoming trends; the launch of Pure Jewel with a curated space showcasing fine and precious jewellery, silver jewellery, and branded jewellery from across the world including Georgia Wang, MG Diamonds, and Kamena, Alina Salabin; and Design Lab for up-and-coming new designers.

Design Lab gives a platform for new designers to bring their collections to life and tell their story. For many it is the first time they have shown at an exhibition and the first time they have shown in the UK. It offers visitors the chance to discover something completely new, such as: Cotswold Knit by knitwear designer Anna Wheeler who has worked for the likes of Missoni, Whistles, Donna Karan and Alexander McQueen; Róu So, a Hong Kong-based contemporary fashion brand with a radical commitment to sustainability that launched in July 2020 creating effortless and chic silhouettes for women use up/recycled and natural fibre fabrics; and Pantee, which makes all its underwear sets from either deadstock t-shirts or deadstock t-shirt fabric, is going to be one to watch.

Alongside ready-to-wear fashion trade show Pure London, takes place Pure Origins, the UK’s only fashion sourcing show to bring every element of the fashion supply chain together in one location, from raw materials, fabrics, trims, packaging, all the way through to contract manufacturers offering in house design services.From Peru to the Nepal, India to the UAE, and Turkey to North Macedonia and back to the UK, Pure Origin brings diverse international manufacturers and unprecedented choice of fabrics together for the UK fashion community to responsibly source and create their next collections and best-selling ranges.

Pure London
July 17 to 19, 2022
Olympia London
Hammersmith Road, Kensington
W14 8UX Londra

© Modem