Pure London unveils extensive line-up for summer show

Fashion trade show Pure London, taking place from the 16-18 July at Olympia London, has revealed its highly-regarded line-up of brands and designers across womenswear, accessories, shoes and more.

Pure London brings the fashion industry together twice a year to showcase the best of the season’s must-have collections. This year, the trade show reveals an exciting mix of returning and much-loved brands and sensational new designers.

The new ‘Pop’ space, which was announced earlier this month, 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.

The popular Womenswear destination will showcase both returning established brands and exciting new designers such as Wear Evelin. The functional brand is yet to launch, dialling up the anticipation with sneak peek campaigns on social media.

This season, the Jewellery destination introduces new works by those such as Greek designer Alexander Tsoukala, who is known for using a pleated material to create completely unique, architectural, three-dimensional, and light-reflecting pieces.

New to accessories, BuDhaGirl is a lifestyle brand that combines contemplative practice with glamorous style. Hero styles include the Serenity Prayer bangles designed to be worn every day to instill a sense of peace whilst simultaneously accessorising one's outfit.

The Shoe destination welcomes Spanish-designed Carmela, with an extensive collection of leather footwear that features statement detailing such as bronze buckles and gemstones.

Gloria Sandrucci, Event Director at Pure London, commented: "It is so exciting to be welcoming so many new and diverse collections to Pure London this season. Combined with the fantastic brands who return to Pure London season after season it is going to be a true celebration!

"Across our six destinations, we will be showcasing a huge variety of brands at the cutting edge of the industry who champion sustainability, innovation of materials, technology, and style."