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Pure London adds 'footwear destination'

Trade show Pure London is expanding its footwear offering with a dedicated upstairs floor.

The new area at Pure London, which is set to run from 23 to 25 July at London Olympia, will feature spring 18 collections from returning brands such as Birkenstock.

Footwear labels making their debut at Pure London include Swedish brand Kitty Clogs, US brand Betty Page and Australian label Holster.

Its premium curated section will feature Malaysian luxury brand Mashizan.

Gloria Sandrucci, event manager at Pure London footwear and accessories, said: “The curated footwear and accessory edit for SS18 is exciting and fresh.

“Footwear this season will be a destination area at Pure London with a proper sense of community located entirely upstairs. The section has also increased and will offer a great mix of international and British brands, many of whom are exclusively showcasing at Pure London.”

Meanwhile, the accessories hall will host new brands, including Italian bag and accessories label Mandarina Duck and Mexican accessories brand Tea & Tequila. Danish hat company Bronte will also be at Pure London for the first time.

Spanish label PD Paola will launch its jewellery collection, while British-designed brand Amilu will launch its Italian leather collection.

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