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Pure revamped for August edition

Womenswear exhibition Pure is planning a dramatic overhaul for its spring 09 edition, introducing new, more clearly defined product zones.

The main ground floor Elan zone will be give a more theatrical look, with exhibitors including James Lakeland, InWear and Part Two developing new stand concepts.

The area leading to the Pure catwalk has been dubbed Elan Directional and will count Marimekko and the IC Companys stable of brands among its exhibitors. The right-hand flank will be renamed Elan Studio and will feature bridge brands such as Orwell and Sarah Pacini.

Following on from this will be Elan Boutique, which has three areas devoted to eveningwear, occasionwear, linens and knits.

"The womenswear market is ever evolving and it is Pure's job to reflect those changes," said Pure event director, Sarah Lawrence.

"The new sections have been developed to inject a new energy into the exhibition and to make navigation easier for buyers coming to Pure," Lawrence added.

The Spirit young fashion section will also be expanded from 136,600sq ft to cover more than 150,000sq ft, attracting a wave of big international brands including US streetwear label Rocawear. Spirit will also have a more unisex approach and brands with a menswear offer will be invited to present their men's range alongside their women's ranges at the show.

Pure takes place from August 3-5. For information, call 020 7728 3512 or visit

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