Pure London has confirmed it will introduce a menswear section for the spring 16 edition on August 2-4.
The business said it is in talks with several new UK and international brands ahead of the launch including White Stuff, Asger Juel Larsen, Ontour, Still Good and Rolling People Showroom.
The trade show believes the addition of menswear will fill a “defined gap” in the European market, adding that 20% of its clientbase already stocks menswear brands.
Existing brands and agencies are being encouraged to showcase their products as a lifestyle brand, with full menswear, womenswear and unisex clothing collections.
Pure, which takes place every February and August, is organised by the i2i Events Group and attracts around 800 exhibitors.
A full list of menswear brands signed up to the August edition is expected to be released in the coming months.