Eighteen UK women’s fashion brands were among a raft of international exhibitors at the first ever Pure Shanghai show, which ran from Monday to Wednesday this week at the New International Expo Centre.
Aimed at connecting international brands with Asian buyers, Pure Shanghai hosted a range of catwalk shows including a Best of British segment. Around three quarters of the exhibitors were European, with the rest from Hong Kong, Singapore, South Africa and Israel.
Among the UK names at the show were London fashion brand Almost Famous, which showed its spring 15 collection on the catwalk, Jovonna London, Body Frock, Sarah Pacini and Oh My Love London.
International exhibitors included Danish womenswear brand Edith & Ella, France’s Zyga Paris and Flannel Bay from Italy.
British businesses at the show were supported by UK Trade & Investment, trend forecasting service WGSN and the China-Britain Business Council.
UK jeweller Melissa McArthur said: “This is an amazing market; in 15 years in the fashion industry, I have never had somebody ask me if they could open a store for me. I was surprised to find that China is already a sophisticated market.”
It is the first time the Pure format has been held outside London, after making its debut in 1996. Held twice a year by organiser i2i Events Group, the Pure London show attracts some 700 brands from the UK and internationally.