Ascential has announced the promotion of Julie Driscoll as managing director of Pure London, with immediate effect. Driscoll, former portfolio director of Pure London, has now been tasked to drive a host of changes and new launches for the February show.
Pure London is deemed the UK’s leading trade fashion buying event. The next edition will take place on 11-13 February 2018 at Olympia.
Her promotion coincides with the launch of Pure Origin, a new trade exhibition to run alongside Pure London next year. The new event has been created to unite manufacturers and buyers in London’s busiest fashion trade hub. It will bring together all aspects of fashion sourcing and manufacturing under one roof.
“It is a very exciting time in the evolution of Pure London and I’m looking forward to working with our fantastic team, our partners, suppliers and exhibitors to continue to improve on what we offer, making Pure London truly unmissable,” commented Driscoll.
Ascential has revealed to EN that Driscoll’s appointment and Pure Origin are the outcome of its AW18/19 manifesto #weareLondon, a new brand campaign launched this month to boost the exhibition.
Hosting 800 brands across eight curated show sectors, Pure London has welcomed welcome over 17,000 UK and international visitors each year, who come to source new lines, meet with brands, make new connections and absorb an education programme and exclusive speaker content.
Under the new initiative, Pure London 2018 will offer streamlined and helpful features within the exhibitor and visitor zones including a live chat function and instant messaging to make appointments at the show.
The new brand campaign highlights the show’s key USP’s including confidence, creativity, education, diversity, internationality and “Britishness”, trends and emerging talent, resilience in unpredictable times. The campaign also focus attention on the location of the event as one of the most exciting fashion capitals of the world.
“Our AW18/19 manifesto sets the scene towards a new direction next year. From the carefully edited sectors, suppliers and manufacturers we represent to the industry knowledge and smart insight we deliver, to the premium buyers we bring through our doors, we will embody fashion at its purest and the passion it incites in all of us,” Driscoll commented.
Driscoll, who is also director of consumer show Jewellery & Watch, will continue to lead the planning for this trade event in the UK. She will be working alongside Louise Young, managing director of Spring and Autumn Fair.
Jewellery & Watch takes place from 4-8 February 2018 at the National Exhibition Centre, Birmingham, co-located with Spring Fair. It features more than 350 exhibitors across eight edited show sectors, bringing new, timely and timeless pieces to over 17,000 visitors. The event is located in Halls 17 and 18 of the NEC in Birmingham.