Trade show Pure London will launch a dedicated zone for premium brands at its next edition on August 1-3 at London Olympia.
Three brands, all of which are new to Pure London, have already signed up to show in the premium zone.
Danish brand Best Behavior was established by designers Marie Ørberg and Malene Brøchner and offers relaxed silhouettes in simple colours with unusual cuts and details.
Mardi Jeudi from France will show its collection of soft jersey tops and chunky knitwear, while Italian label Stefanel will show its feminine designs, which have an urban edge.
Pure Premium will be located in Olympia’s Pillar Hall and will provide a showcase for 12 companies, some of which may be agencies that bring more than one brand.
The zone has been developed to cater for brands that would not normally show at Pure and may not show at luxury exhibitions such as London Fashion Week.
Gaby Ferri of The Gallery Clothing Agency, which distributes Stefanel, said: “Pure represents a great opportunity for us to meet many buyers that could be really interested in Stefanel. The visibility that the event guarantees is exactly what we are looking for, in a time when we are watching the UK market with much focus and big expectations for our wholesale expansion.”