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Pure to unveil a new look show

Womenswear exhibition Pure is planning a dramatic overhaul for its spring 09 edition, introducing new, more clearly defined product zones as well as a marketing makeover with a new branding and advertising campaign.

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

The side leading to the Pure catwalk will be called 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’s 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.”

The Spirit young fashion section will also expand from 136,600sq ft to more than 150,000sq ft, attracting a wave of big international brands including US heavyweight Rocawear. Spirit will also have a more unisex approach and brands with a menswear offer will be invited to present their complete collections.

Pure has enlisted creative communications agency Exposure to develop a fresh advertising campaign to update the exhibition’s image. “Pure is a really strong brand and the new ad campaign will help to underline the brand’s contemporary personality,” Lawrence added.

The Pure catwalk presentation will also get a revamp, in which the daily shows will now include seven sections. Each section of the catwalk show will represent one of the Pure zones, focusing on complete looks from three exhibiting brands.

“In the past the looks shown on our catwalk have mixed product from various brands, which made it difficult for buyers to identify the brands,” Lawrence said. “The catwalk will now have models wearing complete outfits from individual brands, which will give visitors a snapshot of the main trends each exhibitor is presenting.”

Drapers’ fashion and features editor Khabi Mirza will also host two trend presentations daily on the main catwalk.
Pure takes place from 3-5 August. For information, call 020 7728 3512 or visit

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