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Pure to return to Olympia London in its 25th year

by Joe Gallop

Hyve’s fashion trade show Pure is to return to Olympia London this summer for its 25th year.

Pure will take place at Olympia from 17-19 July for its 50th season at the Grade II listed venue’s largest space, Olympia Grand. The event follows catwalk shows from Burberry, Versace and Dior which have previously taken place at the West London venue in recent years, making it one of the standout UK destinations in the fashion industry.

At Pure London, tens of thousands of visitors are expected to watch catwalks, do business, and buy the creations which will be in boutiques, high street shops and department stores by Spring/Summer 2023.

In 2017, Versace came to the capital to showcase its Autumn/Winter collection during London Fashion Week at Olympia West. Burberry followed in February 2020, transforming Olympia Grand by raising a mirror-like catwalk reflecting the venue’s famous 170-ft span arches.

Dior then took over Olympia Grand for a show in December 2021 to mark the brand’s very first menswear London show since its early days in 1947. The show, which was also livestreamed globally, transformed Olympia Grand with a gigantic scroll (pictured below) inscribed with the extracts from Jack Kerouac’s novel ‘Beat Generation’ for Dior Homme SS22.

Julie Driscoll, divisional managing director of fashion at Hyve Group plc, said: “Pure London has been the appointment in the most influential retailers’ diaries for over 50 seasons. With its incredible long-standing heritage as the market-leading show for fashion, the show will continue to provide a global platform for womenswear, footwear, jewellery and accessory brands and designers, and as it comes back home to Olympia London we want to ensure we are creating a show for the industry.”

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