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Pure London autumn 17: Everything you need to know

There was an air of optimism at the autumn 17 edition of trade show Pure London, as brands and buyers dusted themselves off from a tough 2016 and looked to the future.

The catwalk areas and main halls were bustling at Pure, which took place in its usual venue of Olympia London on 12-14 February. 

Buyers turned out in decent numbers on day one despite the cold weather and were seen writing orders with renewed vigour, after a generally positive start to trading in 2017. Footfall on the second day dropped off slightly and some exhibitors reported a slow start in their areas of Olympia.

Brands met with overseas accounts from Ireland, Spain, Belgium, Italy and further afield, from the US, Middle East and India – a reassuring sign that Brexit is not deterring international retailers. 

Pure’s new athleisure section, which was upstairs next to footwear and accessories, could have benefited from more breathing space, but included some interesting smaller brands. 

Talks by Drapers head of fashion and features Graeme Moran and Vogue editor in chief Alexandra Shulman on the Sunday were well attended and added an element of interest to the day.

Drapers’ coverage of Pure autumn 17

 

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