Pure London & Pure Origin to return after 2-year hiatus on July 17

Dedicated Country Pavilions from over 30 countries will showcase a collection of leading producers, manufacturers and designs from Peru, Madagascar, North Macedonia, Uzbekistan, Hong Kong, Poland, Turkey, Spain, Italy, South Africa, India, Romania, Jordan and many more.

Brands and designers like Penny Black, Persona by Marina Rinaldi and EMME Marella from the Max Mara Group, Jayley, One Hundred Stars, La Fee Maraboutee, Yerse, Zen Ethic, Lu.el, Access, Bl^nk, Anokhi, Lola Cruz, Chie Mihara, Papucei, Epitome Collective, Roka, My Doris, Rancangelo, Oska Murano, Amertuosi and hundreds more will be showcasing their new season collections and products, alongside industry speakers including Arizona Muse, Dana Thomas, and inspirational trend presentations and catwalk shows.

“It’s been the most extraordinary two years and Pure London has been sorely missed by so many. There is a palpable appetite for its return and a genuine excitement to get back to Olympia for one of the UK’s most inspiring and forward-thinking fashion trade shows. It is the home of fashion, the home of jewellery, and we are back to serve our industry offering a platform for global brands and designers. We return with our commitment to offering a truly global show firmly in place,” Gloria Sandrucci, event director, Pure London, said in a media release.

Sandrucci added: “Not only do we present a curated edit of womenswear, accessories, jewellery and footwear, we are renowned for offering our visitors the best trend presentations, insightful and inspirational speakers, trend-led catwalk shows, and support and guidance on sustainability and other key issues facing our audience.”

“We are working closely with Olympia as a result of the recent weather forecasts and are happy to confirm the confidence we have in being able to provide a comfortable environment for our event. I can’t wait to welcome everyone back and experience the buzz of the show floor again. There is no similar or practical alternative to in person events, buyers need to see and feel the collections, talk and network, and see the new season come to life. Pure London delivers that and so much more.”

One of the best attended and most visual highlights for visitors is the Catwalk show, confirmed to take place three times a day. Each show will bring to life the SS23 season with key pieces from exhibitors edited and styled on models to recreate the main trends for SS23.

“Offering the chance for buyers to discover the latest new brands, look out for Art Love, Shan-Shan, Palme, Zen Ethic, Derhy from France, Nudyness, Vicher and I LOVE GRAIN from Poland, footwear brands Papucei and Soya Concept from Denmark. From Spain comes the bright and colourful Elhea, Yerse, Sonatachic, Vilagallo, Alpe, and Alma En Pena, while from further afield Australian brands include The Italian Closet, which specialises in elegant silk, linen and cotton, and Tale the Label offering timeless Australian luxury womenswear. From Peru, buyers will be introduced to the beautiful lounge and nightwear brand inBLOOM, combining elegance, comfort, and a passion for high quality sustainably and ethically produced fabrics,” the release added.

Design Lab gives a platform for new designers to bring their collections to life. It offers visitors the chance to discover something completely new, such as: Cotswold Knit by knitwear designer Anna Wheeler who has worked for the likes of Missoni, Whistles, Donna Karan and Alexander McQueen; Róu So, a Hong Kong-based contemporary fashion brand with a radical commitment to sustainability that launched in July 2020 creating effortless and chic silhouettes for women use up/recycled and natural fibre fabrics; and Pantee, which makes all its underwear sets from either deadstock T-shirts or deadstock T-shirt fabric.

With a reputation for attracting some of the industry’s most compelling business personalities and changemakers, The Catwalk stage welcomes model and activist Arizona Muse and Dana Thomas, author of Fashionopolis, as keynote speakers headlining its Power of One sustainability content. Kicking off the Power of One sessions, Dana will open the content programme on Sunday at 11am discussing why it is not only important but imperative to be eco-responsible in fashion, from field to form. On Monday 2pm, she will then be in conversation with Arizona sharing their passion for raising awareness around the climate emergency, biodynamic farming, and some of the positive solutions for businesses keen to support a regenerative and sustainable future.

On Sunday morning, visitors will hear from Ed Burstell (retail entrepreneur, formerly of Neiman Marcus, Liberty London - Bergdorf Goodman & Henri Bendel) on the retail industry’s progression and appetite for expansion post-COVID and how to navigate this in a sustainable and ethical manner.

Independent buyers who are keen to discover how to style their 45+ customers should make a beeline for the Styling Session with TV Fashion Stylists Mark Heyes and Lynne McKenna on Sunday afternoon who will give their advice on catering for the core indie consumer, exploring tips, trends and building confidence when selling to your customers.

On Tuesday, Terrie Isaacs from trend agency BDA London, will look even further ahead to AW23/24 Trends, and how emotion and escapism are driving consumer decisions, and how this translates into womenswear from colour and print to key looks and product capsules.

Targeting sourcing directors, designers, buyers and brands, Pure Origin brings the fashion supply chain under one roof and is the gateway for global fabric manufacturers to break into the UK retail market. From Peru to the Nepal, India to the UAE, and Turkey to North Macedonia and back to the UK, Pure Origin will offer diverse international manufacturers, providing an unprecedented choice of fabrics for the UK fashion community to responsibly source and create their next collections and best-selling ranges.

Twenty country pavilions including the UK, Pakistan, Bangladesh, North Macedonia, Turkey, Peru, UAE, Italy, Madagascar, Jordan, China, Hong Kong, Uzbekistan, Japan, India and Malaysia, will feature a variety of manufacturers and suppliers, many presenting their services and products in the UK for the first time.

Fibre2Fashion News Desk (KD)