Pure London to launch five new areas for February 2023 show including ‘Gen Z’

Pure London is widening its appeal for buyers for the next show – taking place at Olympia from 12-14 February 2023 - with the introduction of five new curated spaces, including ‘Premium’ womenswear, ‘Purely Sustainable’, ‘Pure Edge’, ‘Pure Body’ and ‘Gen Z’.

The ‘Premium’ area will include high-end labels such as POM Amsterdam, Vilagallo, La Fee and Humility, while ‘Purely Sustainable’ will be a dedicated destination for sustainable brands and ethical designers “with a story to tell”.

‘Pure Edge’ will be “firmly rooted in inclusivity and diversity” and will be offering innovative, creative collections, while inviting visitors to engage with the next generation, and ‘Pure Body’ will focus on sportswear, athleisure, lingerie, swimwear and nightwear.

Rounding up the five new destinations, which will all add to the existing ready-to-wear, ‘Pure Jewel’, footwear and accessories areas, ‘Gen Z’ will be the place for trend-led “young, edgy, and fun looks from exciting new designers”, as well as “street style” collections.

Gloria Sandrucci, Event Director at Pure London, said: “Held in the heart of London in the wonderfully iconic Olympia, there will be no end to the creativity you’ll see on the show floor at the AW23 edition of Pure London next February. I am over the moon to introduce so many new destinations and offer a curated and inspirational space for global fashion collections.”

Read TheIndustry.fashion's interview with Gloria Sandrucci, Event Director at Pure London.