Pure London returns to Olympia with new ‘Pop’ destination

The UK’s leading fashion trade show Pure London is returning to Olympia London from 16-18 July with the introduction of its new destination ‘Pop’,  inspired by pop culture and the next generation of fashion.

Pure London brings the fashion industry together twice a year to showcase the best of the season’s must-have collections. Pop will join the already existing Sustainable, Womenswear, Shoes, Accessories and Jewellery destinations.

Inspired by pop culture, the new destination invites visitors to engage with the next generation, offering a diverse selection of streetwear, gender-neutral collections, vintage labels, festival-ready designs and tech-infused pieces.

A host of pioneering designers are set to showcase their latest collections at the new location, including Southern Californian brand Blue B. The brand typifies the sweet southern girl with an individual sense of style.

Glamorous, Nova of London, Love Classic and Wildflower Musimi, Saint Genie, Goddiva City Goddess, QED London, Before Dawn Curve, Lace & Beads, Lusty Chic, Kuroba, AAA Merchandise and many more are also set to join the lineup of trend-forward brands based at Pure London’s Pop destination.

Head of Pop, Carole Hunter, commented: "We are incredibly excited to introduce Pop to Pure London this July and buyers won’t want to miss the diverse and innovative designers we will be showcasing.

"This new destination sits at the cutting edge of fashion and is defined by inclusivity, energy, character, and creativity. It explores new technologies and innovations with a focus on street-style, vintage, and gender-neutral collections."

Pure London's most recent trade show at Olympia in Kensington on 12-14 February hit the right notes with exhibitors and buyers alike, and the feelgood factor was not in tune with the country’s current economic woes.

It welcomed a host of buyers from across the UK including John Lewis, Gerrards, ASOS, Pamela Schiffer, Iris, The Snooty Fox and Sister Boutique.