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Pure exhibitors give thumbs up to ‘airy, trendy’ revamp

Womenswear agents and brands have hailed Pure London’s new look as a “step in the right direction” after it debuted a revamped image for its autumn 14 edition.

The show, which took place from February 9-11 at Olympia in Kensington, west London, unveiled a fresh look following major investment from parent company i2i Events Group, part of Top Right Group, which also owns Drapers.

The changes included a re-editing of the ready-to-wear offering into three sections – Agenda, Allure and Aspire; the relocation of the catwalk and a collaboration with UK Trade & Investment to create a section for emerging British brands.

London agency Innocenza took a stand in the Agenda area and founder Sofia Strazzanti said she was pleased with the show. “We met new customers, wrote orders, caught up with existing customers and spoke to lapsed stockists. It was so busy,” she said.

Stephan Krug, managing director of Europe for footwear distributor Highline United Europe, added: “Pure is very relevant for extending our UK customer base, particularly our independent and small stockists.”

Maggie Smart, partner at womenswear agency Macandi Showrooms, agreed. “Scoop is a really good show but they can’t offer the space we need so Pure is really an ideal venue,” she said. “It is early days in the season but buyers are spending that bit more.”

James Lakeland, founder of the eponymous womenswear label, called the revamp “a step in the right direction”. He said: “It was more airy and more trendy. There wasn’t a radical change but Pure will have to keep moving and changing every season to keep up with everyone else.”

Readers' comments (1)

  • I take 'airy' to mean a little empty. As a visitor for several years that is the impression I got - less exhibitors and even less visitors. Not a good move I would say!

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