Pure London welcomes buyers and independents amid soaring temperature

Despite temperatures soaring over the weekend, Pure London welcomed buyers and retailers at London Olympia in Kensington yesterday on day one of its trade show.

Sunday saw independent retailers from across the UK and Ireland including including Hoopers, Øst London, Jane Young, Agatha Boutique, McElhinneys, N Shelly, LilyRose Boutique,.

With the Olympia air conditioning providing keeping attendees cool amid the heatwave, Pure said the buyers commented on how delighted they were to be back at the show and exhibitors were upbeat about the high calibre of visitors.

Lara Kinnett from Newmarket based store Martha V commented on the importance of in person business: "It’s so important that we’re back, face to face, but more than that, being able to touch and feel the garments and have all the exhibitors in one place; it lets you see the bigger picture."

Janine Birkitt-Hewitt from long-standing exhibitor Luella Fashion said: “We’ve had a very good show so far, really pleased with the mix of buyers. We’ve seen a lot of our existing stockists as well as people who have been interested in our brand for a while come to visit us as well, and we’ve signed them up as stockists. Lots of new accounts today.

"We were also delighted to have one of our dresses featured on the catwalk today. Pure London offers us exposure, it has a great name and reputation, with a convenient location and great venue."

Opening the content programme and kicking off the Spring Summer 23 season with a bold array of colour, Pure's catwalk show presented six key trends for Spring Summer 23 including Kidult, Natural Nouveau, Sundial, New Utilitarian and Tide Green.

Delving further into green issues, Sebastien Renault and Malaika Ewande from Pure London’s trend agency partner Promostyl took the audience on a comprehensive journey through the nuances and challenges of ethical fashion. The discussion went from eco-sociological factors of garment manufacturing, inclusivity, diversity, gender, and body positivity. They focused on Gen Z and their drive for authenticity in all areas of ethical fashion in the digital age

Looking ahead to February 2023, Pure London announced the launch of two new sectors – Purely Sustainable and Pure Edge.

Purely Sustainable will spotlight sustainable brands and drive positive change, helping the fashion community navigate this growing priority, push for progress, and support the industry in its sustainability journey.

Firmly rooted in inclusivity and diversity and offering innovative, creative collections, Pure Edge will launch at its trade fashion buying event in February 2023. Standing firmly left of centre, exhibitors will be independent, unapologetic and diverse, and proudly embrace difference in all its glory and offering bold collections that make a statement, embrace inclusivity, and demand zero-judgement.

Gloria Sandrucci, Event Director, Pure London says: "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 really positive about the return of the show, and buyers have loved being back.

"We launched Pure Jewel this season and the area has been busy all day. We also have exciting plans for the future of the show, growing its international reach as well as continuing our journey towards sustainable fashion with the launch of Purely Sustainable. The mood is buoyant and I am looking forward to the next two days."