With just three months until the AW18 edition, Pure London has announced that the show will offer the largest womenswear portfolio to date, with strong growth in first-time exhibitors and a high level of returning brands.
Julie Driscoll, managing director for Pure London at Ascential, said the announcement heralds the continued growth of the womenswear portfolio.
“Being able to present such a varied and exciting offer including international and British brands, newness, individuality and exclusivity of product to buyers and retailers remains the ethos of Pure London,” Driscoll said. “We bring passion, ideas, curiosity, networking and education together with an edit of the best brands to empower visitors to bring fashion to life.”
Response to feedback
After consultation with both exhibitors and visitors, the womenswear offering will be streamlined to offer two distinct areas: Womenswear and Premium Womenswear. The new format would allow an easier navigation of the show and an opportunity to see a wider and more varied collection of products.
Premium Womenswear has been created to offer designer brands, new talent and inspiring collections, has seen 40 per cent growth with continued diversity from international brands from Turkey, Greece, India, Italy, Romania, The Netherlands, France and the USA.
According to the organiser, exciting new brands to look out for include Ying Cai, an American designer living and working in New York. Coosy, a well-established brand in Spain, brings its sophisticated yet flirty collection to the UK in February, as does Karma Koma – a collection of feminine, sensual and bohemian clothes originating from Corsica. Jane Lushka from the Netherlands, Indian brand Vidhl Wadhwani, and premium emerging Romanian brand THAÏS & STRÖE will also join Pure for the first time.
Returning brands include Bitte Kai Rand, Choiboko, Isabel de Pedro, Vilagallo and Rains.
The organiser said Athleisure remains a key focus for retailers and this section will deliver exciting brands including Brazilian fitness label Live!, British brands Xavi Active and Jilla Active, and new brands Inphorm and Kandumathi Swimwear.
The next Pure London will take place from 11-3th February at London Olympia. Th event is set to welcome over 800 brands across menswear, womenswear, young fashion, athleisure, footwear and accessories, as well as the new sourcing event Pure Origin.