The spring 17 edition of womenswear trade show Pure London will take place a week earlier than usual to avoid a clash with the August bank holiday in Ireland and holidays in Europe.
The show will run from July 24-26 2016 at Olympia, rather than its usual slot at the beginning of August.
Pure said the decision had been welcomed by brands and buyers, as it will attract a “more international audience”.
Julie Driscoll, portfolio director for Pure London at i2i Events Group, said: “Feedback from buyers and brands alike has been very positive, especially among international and our new menswear brands. We’re excited by the opportunities for growth this new dateline offers.”