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Pure London spring 17: Everything you need to know

The talk of the stands at Pure this week was all about Brexit. Drapers visited the show to pick out the best new product, and gauge the mood of buyers and exhibitors

Pure spring 17

Pure spring 17

By lunchtime on the opening Sunday, many brands had already written a few orders. But while footfall picked up gradually throughout the day, some areas felt quieter than usual. There was no real consensus on why this was – some suggested the market was a bit flat following the Brexit vote, while others pointed out that buyers from the north of the UK had a distance to travel, so naturally turned up later in the day. Some local buyers split the day between Pure and rival womenswear show Scoop, running concurrently to Pure this season at Old Billingsgate Market.

Exhibitors were optimistic, however, and the traffic to stands built up quickly on Monday. The addition of Brazilian dancers sashaying around to samba music, reflecting this season’s “a life less ordinary” theme, brought a welcome sense of fun and energy to the cavernous halls of Olympia London. There were some fresh faces there for retailers seeking something new and different, including a growing number of Korean brands.

It’s not an easy time to be in womenswear, yet the brands at Pure were bullish about the future. Their main complaint, over and above any dip in consumer confidence or the prevalence of discounting on the high street, was about the weak pound and its knock-on effect on pricing.

For this season’s report from Pure, we bring you our picks of the product launches and fashion news, as well as a round-up some of the views on Brexit. 

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