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Pure London unveils new theme, events and brands for SS17 edition

Lauretta Roberts
14 June 2016

Pure London has unveiled a new theme, new events and new brands (including additions to the menswear offer it launched for the first time last season) for the SS17 edition of the trade show, which takes place at Olympia, London from 24-26 July.

The event's theme will be A Life Less Ordinary and will be brought to life at the event via a "dynamic and inviting space" to encourage buyers and visitors to engage with the key trends and discover new brands. The vibrant theme, which includes bright and bold colours and patterns, has taken its cue from global trend forecaster WGSN's trend forecast for SS17 and has been inspired by South America.

Pure has also revamped its events offer for the next show. It has launched a section called Inside Retail, a "retail lab" designed for learning and networking events. Seminar content will be provided by key industry speakers as well as independent retailers, giving buyers insight on how to survive and thrive on the high street.

In addition it has teamed up with The Guardian to offer its acclaimed masterclasses to event attendees. Four masterclasses will be hosted across all three days targeting a range of areas in the fashion industry from starting a fashion business to reaching social media goals.

Industry speaker Amy Hobson, a social media trainer and partner at SocialB will host these hour-long masterclasses alongside Anna Popvich; London-based fashion designer and owner of the self-titled fashion label. Masterclasses cost £25 and places can be booked at the Pure London website.

Pure London

Pure: menswear area has been doubled

Pure has also doubled the size of its menswear section which was first introduced last season. The 1,500sqm section will house collections from brands such as Ben Sherman, Cheap Monday, Beyond Retro and Bench, who are exhibiting for the first time, as well as The Project Garments, Dr Denim, Herschel Supply Co., WeSC, Gibson London, Remus Uomo, Guide London, P448, Deumer, Hanro, Claudio Lugli, SMF Jeans, Sadler & Crook, Triumph & Disaster, Brancaccio C., Brakeburn and Weird Fish, among others.

Elsewhere in womenswear, footwear and accessories the show will place emphasis on showcasing new British brands, such as Brakeburn, Butterfly Twists, Olia Jewellery, Noi Collection, Mi-pac, Louche London, Joes Jungle, Goddiva Ltd, Dr Denim and Acai Active Wear.

Portfolio director for Pure London, at its parent company i2i Events, Julie Driscoll said: “We understand the importance for buyers to see newness each year, as well as our strong British regulars. We are extremely excited to be welcoming these unique and creative designs, inspirational and one-off pieces at the show.”

The Industry is an official partner of Pure London and will be hosting two talks at the event. On Monday 25 July at 4pm we will host a session on "The Menswear Perspective" and on Tuesday 26 July at 1.30pm the talk will take the theme of "Creating an enticing in-store experience". Both events take place at the Spirit Catwalk and are free to attend for all Pure visitors.


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