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Pure London Preview: what you need to know

What is new, the brands to know and insider advice from the show’s organisers.

Change is afoot at Pure London. The upcoming autumn 16 edition brings a raft of refreshing updates and new additions at Olympia London on February 14-16.

With more than 700 brands under one roof, the biggest new element this season is Pure Menswear, which adds men’s labels to the trade show’s womenswear, footwear and accessories offering for the first time.

More than 360 new brands have joined Pure London’s roster this season, alongside the first Retail Solutions area of the show, which spans everything from in-store technology, logistics and fulfilment to insurance and lighting.What’s new at Pure London?

Julie Driscoll, portfolio director at Pure London

Tell us about the upcoming edition of Pure London.

We have 800 brands launching more than 15,000 collections, from young fashion to premium menswear and womenswear. There will be a huge selection of footwear and accessory designers. As well as boasting some of the biggest names in design, we have 400 new and exclusive labels to Pure London, making it the best show for inspiration yet.

What is the theme this season?

The new theme is “Pureism”, which was derived from WGSN’s autumn 16 mega-trend, “Remaster”. We felt it was the ideal word to connect this artistic focus with our new look, new layout and introduction of menswear.

Which brands are you tipping?

As well as our established brands, such as James Lakeland (Allure), Isabel de Pedro (Pure Premium), Camper UK (Footwear), Chie Mihara (Footwear) and Bell&Fox (Pure Premium Accessories), I am excited to see what our new brands will offer. Pauline B (Allure), Double Agent California (Spirit), Wåven (Menswear), Subella London (Pure Premium Accessories) and Ambiance (Footwear) are just a few.

What are the key seminars?

Claudia Battistel, director of buying at House of Fraser, will provide a keynote seminar on Sunday February 14. Stephen Hall, retail visual director at River Island, will be on the main stage on Sunday too, giving practical advice on how to create an engaging display, from concept to execution. Gwynn Milligan, group trading director at Jaeger, will give us insights into how customers are changing and which technologies are having the biggest impact.

Why should buyers visit?

Pure London is a high-energy festival of fashion that not only suits your business needs, but is also packed with content and inspiration.

Adam Gough, head of menswear at Pure London

Tell us about the new menswear section at Pure London.

The launch of Pure Menswear forms part of a progressive plan to re-edit and refresh the show, offering buyers and retailers a one-stop central London destination to source both men’s and women’s wear collections.

Why now?

The UK needs a large London-based global trade show that has both a men’s and women’s wear offering. UK menswear sales have outgrown womenswear for the first time in the past year, which gives us the perfect platform for the launch.

What makes it different to the other menswear trade shows?

The diversity we have to offer, plus the price points. We’ll be showcasing brands ranging from classic heritage to urban streetwear and sportswear.

What are the key brands you will be checking out?

Adamist, Marbek and Hanro.

What is the mood of the industry in the run-up to the show?

I visited Pitti Uomo [in Florence, Italy] in January and the mood seemed more buoyant than past seasons. Brands told me they were receiving new orders and deepening existing accounts.

What will be the biggest challenges this season?

I’m interested to see the long-term ramifications following the departures of Raf Simons and Alber Elbaz from Dior and Lanvin respectively. There is change in the air and the departures were a signal that the pace of fashion is perhaps too fast, and there needs to be a rethink about the traditional fashion seasons.

Sum up why buyers should visit Pure London.

We have hundreds of brands to discover over three days, selected from around the world – more than 60% are international. It’s a must-see for any buyer looking for new products.



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