Mood buoyant at Pure London as buyers flock to Olympia for day one

Exhibitors were in an upbeat mood on day one of Pure London at Olympia in West London yesterday, 12 February, as the show welcomed a host of buyers from across the UK including John Lewis, Gerrards, ASOS, Pamela Schiffer, Iris, The Snooty Fox and Sister Boutique.

Gloria Sandrucci, Event Director at Pure London, said: “Day one has been overwhelmingly positive. Since the doors opened this morning, the aisles have been buzzing with buyers. Exhibitors are reporting brisk trade and have been positive about the season ahead. The catwalk show is creating a fantastic atmosphere, with crowds of visitors gathering for every show.  The mood is buoyant, and I am looking forward to the next two days.”

Designer Vali Cioban, showing her Chic by Vali Cioban AW23 collection, said: “This is our first time at Pure London, it’s very exciting and we have already received a lot of orders. We are showcasing our pieces on the runway, and because our clothing can be worn in different ways, people are intrigued and are coming to our stand for demonstrations.”

Fiona Martin from independent retailer Best Kept Secret in Harrogate, commented: “The show is really impressive and very slick. It's a lovely space, the atmosphere is buzzing and it’s a wonderful environment for a buyer. Jayley has been our highlight - the stand is incredible.”

The Pure London catwalk show on day one, featuring four trend stories; ‘Arty Campus’, ‘Sounds of Fire’, ‘Artisanal Survivalist’ and ‘Nostalgia’, plus an edit of key looks from brands, went down particularly well with those taking part, and those attending.

Amardip Khosa-Stark, Founder of Dipii Stark, said: “This is our first time exhibiting at Pure London and we are thrilled we made the decision to showcase our sleepwear on the runway. It has definitely drawn people to our stand, we’ve had a lot of enquiries so far and it’s only day one.

“There’s a lot of brands here under one roof but joining the catwalk has brought us immediately to the forefront. I'm very impressed, the show is beautiful, there are some amazing brands, and the music is really good. I feel like the runway makes all the difference and we're lucky enough to be right next to it.”

Gillian Nortcutt, owner of womenswear boutique Gillie G’s in Petersfield, commented: “It feels very exciting and welcoming here today. Trade shows are incredibly important for us, and it is good to come and see the great variety of new brands showcasing at Pure London. We have found Natural World today - they just caught our eye.”

Day two of Pure London is on today up until 6pm at Olympia London, and from 9.30am to 4pm tomorrow 14 February 2023.