Ultimate guide to Pure London

When, where, who?...

Date: 22-24th July
Location and venue: Olympia Exhibition Centre -  London (W14 8UX)


Sunday 22 July 2018 09:30 - 18:00

Monday 23 July 2018 09:30 - 18:00

Tuesday 24 July 2018 09:30 - 16:00

700+ inspirational brands

Entry price: Entry is free to all trade visitors who register online (or those looking to start a new business in the next 12 months). Not got a ticket yet? Don’t worry, you can register on arrival at the show however there is an ‘on the day’ registration (for an entry free of £20.00). 

What is Pure London?

Pure London is one of the UK’s most popular, comprehensive and energetic fashion retail trade shows.Taking place twice a year, the show offers retail buyers the opportunity to browse the latest collections from brands from around the world. There’s a lot of hype around the upcoming July show - the three days have a exciting schedule packed full of fashion content, buying, inspiration, innovative ideas and the latest fashion. 

All registered trade visitors, those looking to start a new business and accredited journalists are able to attend the show. 

Want to find out what the latest trends are, who’ll be speaking, the keynote speaker and some of our top tips? 

Read on to discover everything you need to know about the show...

‘Bang on trend’ - looking at what’s hot right now

There are over 700 brands which exhibit at the show - so you’ll want to be able to spot the latest trends to add to your collection. 

Denim, fabrics and innovation are all set to steal the show at this years’ Pure London.

There’s an exciting new addition to the show this year - a dedicated ‘Denim area’ which will feature pieces by industry-leading denim brands. They’ll present alternative ways to make denim more sustainable. Head to this area of the event and you’ll discover brands including including YKK (UK), MY-STAR (China), Lipai Trading Co (China), Abbigliamento G&G (Italy) and Master Textile (Pakistan).

If you want to hear more about innovation in the denim sector you need to head to the Origin Stage - where you can listen to Bert Van Son, CEO of MUD Jeans, discuss the innovative business model of DENIM at 12:30 on 24th July. A discussion about the latest developments in the sourcing world will be sure to leave you feeling inspired for your own collections. 

There’s also a new ‘Fabric Trend’ area spotlighting future trends and innovations creating in collaboration with Coloro and WGS.

Visitors will also be able to discover the latest thermal insulation technology from Thermore. This product offers exceptional warmth, softness and durability and takes the next steps toward sustainability by saving up to 10 plastic bottles per garment. 

What categories are there at Pure London?

  • Pure Origin

Pure Origin brings together all aspects of fashion outsourcing and manufacturing. It’s new to the Pure London show this year. It presents the opportunity for UK buyers to browse and find out more on the subject from the experts.

  • Pure Women

There are nine curated show sectors including Womenswear, Premium, Spirit, Athleisure, Footwear, Pure Conscious, Accessories and Retail Solutions. All feature gorgeous collections and stunning pieces. Everything has been selected with the buyer in mind.

  • Pure Man

Classic to cutting-edge menswear, sportswear and accessories designed to suit the modern man. You can find the newest designs, back-to-basics essentials, expertly picked accessories and most-wanted footwear at Pure Man.

  • Pure Conscious

Ethical fashion is an incredibly hot topic at the moment.Pure have taken the initiative to have a new eco-conscious category to their 2018 show. It will focus on those brands which keep sustainability at the heart of their looks, including pieces from emerging designers such as Sami for ES.EM, luxury loungewear brand Kleed Kimonos, and Zola Amour. 

What fashion seminars are at Pure London?

Pure attracts industry-leading fashion experts from all over the world. Over the three days there will be a string of information-rich presentations, seminars, panels and workshops.

Topics covered will include sustainability, the circular economy, creating powerful online content, building an effective Instagram community, buying intelligence, tips for pricing, how to work with influencers, and building your brand.

Do I need to book?

You don’t need to book - all you need to do is show up. Although, it’s recommended you arrive early as they can be busy.

Who’s talking and at what times?

There are many speakers set to talk everything fashion at Pure. So, here are just a few of the talks from the experts happening over the three days to give you an idea:

  • Dessy Tsolova
    22nd Jul 11:30 – 12:00: Improving the production process for designers, brands and manufacturers
    22nd Jul 13:30 – 14:00: How to launch your own label

  • Eszter Kantor
    23rd Jul- 13:45 – 14:15 Panel Discussion: Transparency ' ensuring a traceable and collaborative future for all fashion supply chains
     23rd Jul- 14:40 – 15:10 Panel discussion: Brexit and the Impact on the Fashion Industry

  • Geerish Bucktowonsing
    23rd Jul- 11:30 – 12:00 Country Focus: MAURITIUS

  • Alex Schlagman
    23rd Jul-2018 12:45 – 13:30 How to future proof your business to succeed in the world of fashion
    24th Jul-11:15 – 11:45 How to increase business and stay competitive: footfall, competition, merging offline with online, skills development for the sector, innovation and new technology

Who is the keynote speaker?

The keynote speaker in the spotlight at Pure London 2018 is Caryn Franklin. She’s former fashion editor and co-editor of i-D Magazine and prime-time BBC TV presenter, is a multi-platform broadcaster, fashion and identity commentator and activist. 

Monday 23rd July, 15.20-15.50, Main Stage.

What to expect:

Caryn will chat about self-esteem, good leadership and ethics, as well as lead a panel discussion about sustainability in the fashion industry on the Origin Stage.

Want to see the full Pure London seminar programme? Click here.

How often are there catwalks?

There are edited catwalks held three times each day. It’s recommended that you arrive early to avoid the disappointment of not seeing the latest looks.

You don’t need to a seperate ticket for the catwalks - just your expert eye for fashion.  

Planning your journey to Pure London

If you’ve been anticipating the event for a while then you’re going to want to make the most of the time that you have - so not taking hours to travel. 

Pure London have come up with dedicated pages with travelling tips for visitors travelling to the show by road, train and plane.

Top tips for Pure London 

  • There won’t be so many tubes running - so plan your route to get your there early incase there are any hold ups
  • London Overground is recommended as the quickest route to Pure London
  • If you upgrade yourself to VIP you’ll receive free coffee
  • Carrying around your coat etc may get annoying - put it in the cloakroom for just £1
  • Head over to the Hilton across the road to not miss out on collections from more brands

Want to find Tempest Designs at Pure?

Come and visit us in the Hilton located just outside of the Olympia. We’re bringing our latest collections - including pieces hot pieces like the cover up dress, luxurious silk pieces and handmade Artisan spinning rings.