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What are you looking forward to at Pure London?

Industry insider’s share their thoughts.

Style Council

Jo Hunt

Pure London is a great showcase of UK young fashion labels. We go to catch up with existing partners such as Little Mistress (pictured), Glamorous, Love, Sugarhill Boutique and Hybrid. We also look for up-and-coming brands that will appeal to our fashion-driven 20-something global customer.

Sam Brightmore

Pure in August is great for accessories for Christmas add-on sales. We’ve had great success with brands such as Estella Bartlett and Tatty Devine. Becksöndergaard (pictured) has been a wonder brand that we found at last season’s show – we’ll be restocking it. The £25 scarves are a no-brainer at this time of year.

Pamela Shiffer

I’m looking forward to Pure because it gives me the opportunity to view some of the brands we already stock and to see what else could work. I’m always looking for something exciting, but we also need good value basics. Brands I’m checking include Almost Famous (pictured), Nougat and YaYa.

Deryane Tadd

Pure is always great for accessories. I’m looking forward to seeing Becksöndergaard. It is such a strong brand for us and is going from strength to strength. Pure is also good for short-order brands so I will be looking at Blank and Mina.

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