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Pure: a preview

This Sunday Olympia will be transformed into a hub of frenzied fashion activity as the doors open on another season of Pure. Here are my key things to keep your eyes peeled for around the show.

1. One of the new areas at the show this season, Pure Body has signed up a double-d cupped size assortment of lingerie and swimwear brands, housed upstairs in the newly opened West Hall. With a catwalk and a cosy corner on offer, this new area should prove very popular.

2. Also upstairs but on the opposite side of the Great Hall you’ll find the Pure VIP lounge, the venue for our daily breakfast meetings from 9:30am to 11am where you’ll be able to meet the team, have a chat and grab a pastry to set you up for a busy day of buying.

3. Another of the new additions, Pure Junior in the National Hall on the ground floor is where you’ll find the coolest new spring 13 kidswear from the likes of Pepe, Yumi and Uttam. Drop by and be prepared to say the word ‘cute’ a lot…

4. And finally a plug for yours truly. Among the packed schedule of shows going on at the cawalk Grand Hall stage, every afternoon of the show you’ll find me probably very hot under the lights, presenting the season’s big trends and how and what to buy. Come along, have a seat and try to resist the urge to heckle!

See you all at Pure – follow us at the following places for live updates throughout the show:

Follow us:


Twitter: @Drapers (link to


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