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Pure to add new sections in revamp

Pure London plans to bring footwear and accessories exhibitors together for the first time and launch more clearly defined sub-categories as part of an overhaul for its next edition.

Using investment it received from parent company i2i Events earlier this year, the womenswear show will add three new sections for the autumn 14 edition, which will take place from February 9 to 11, 2014, at London Olympia.

New areas include Aspire, which has already signed up brands Darling, Ya Ya and Almost Famous, while Agenda will feature Charli London and Josie, and Allure will showcase Montique, Michaela Louisa and Eden Rock among other daywear, evening and occasionwear brands. Streetwear area Spirit will continue in its original format.

Julie Driscoll, portfolio director of fashion and jewellery at i2i Events, said: “Buyers visiting Pure London will find it easier to navigate and the collections will be edited in such a way that they can see, at a glance, the overriding trends in each section.”

Pure London has also revealed a new logo, which a spokeswoman for the show described as “cleaner and stronger”.

i2i Events is part of Top Right Group, which also owns Drapers.

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