London’s biggest festival of fashion, Pure London, continues to expand with the
launch of PURE KID, a new edited curation of kid’s fashion, footwear, accessories
and maternity collections.
Launching in July in response to the fast growth in this sector, PURE KID will offer a platform for stand-alone childrenswear brands. The sector will sit alongside
womenswear brands who already offer kidswear such as Hatley, 4Funky Flavours,
Dekoz and Sugarhill Brighton.
Julie Driscoll, managing director of Pure London commented: “The children’s and
maternity wear sector is worth $158bn dollars globally and key trends such as
‘mini-me’ dressing, influential celebrity parents and an ever-increasing number of
blogger parents who curate their kids’ Instagram feeds are driving more style
conscious parents looking for childrenswear that chimes with their own personal
aesthetic and values.
“We are very excited to add PURE KID to our expanding show
and the collections will also be brought to life on our much-loved catwalk shows.”
The next edition of Pure London and Pure Origin takes place at Olympia London on 22–24 July 2018.