8 reasons to visit Pure London this weekend

Returning to Olympia for the first time in two-and-a-half years, this weekend’s Pure London is set to be one of its greatest showcases of fashion yet. Despite the heatwave show insiders have assured us that it will be a bearable temperature inside the building – particularly in the air-conditioned Olympia West. Here are some of our favourite highlights…

1. Its trend-led catwalks are back

Pure London catwalk

Buyers will be able to three catwalk shows per day at Pure London highlighting SS23’s most promising trends. Show insiders say there will be five separate stories featuring garments available at the show including Kidult, Empowered Electricity and Natural Noveau. Event director Gloria Sandrucci says: “We are really excited to be returning in July with our much-loved catwalk shows. Every season, the catwalk area creates a remarkable buzz and the trend-led catwalk shows bring to life the season ahead with a highly styled high fashion edit of the collections. I can’t wait to hear the Grand Hall filled with the energy and music from the daily shows.”

2. Brands, brands, brands!

Labels making a welcome return this season include One Hundred Stars, Vilagallo, Brodie Cashmere, Onjenu, Rino & Pelle, Yerse, POM Amsterdam, Lily & Me, Bl^nk, Jayley, Alpe, Bibi Bijoux, as well as new brands KAN, Daska, Henriette Steffenson, Cotswold Knit, Pantee, Dear Denier, and La Fee Maraboutee. Godske brands to look out for include Gomaye, Sunday, Habella, Icona, Normann, Frandsen, Noen, Que, That’s Me, Tia, Molly Jo, and Robell. A host of new European and international designers and brands will also present their collections including Art Love, Shan-Shan, Palme, Zen Ethic, Rene Derhy, Nudyness, Vicher, I LOVE GRAIN, Papucei, Cristina Bacio, Elhea, Yerse, Sonatachic, The Italian Closet, Tale the Label and inBLOOM.

3. Learn style advice from Mark Heyes

Mark Heyes and Lynne McKenna

On Sunday at 1:30pm Mark Heyes will take to the stage with fellow stylist Lynne McKenna to share expert advice on styling and building confidence among shoppers aged 45-plus. “With the help of age-appropriate models and outfits from the exhibitors we’ll be sharing some of our top styling tips,” says Mark. “The 45-plus woman currently feels forgotten yet has money to spend. The majority of customers shopping at independent fashion retailers are in this demographic (71 per cent). And it’s the one-on-one approach indies offer to customers that’s not only unique but keeps them coming back. Their ability to build a relationship and understand their customer is an invaluable tool for this market.”

4. Fashionopolis Author Dana Thomas will talk about sustainability

If you want to learn more about sustainable fashion, Pure London’s Power of One sessions are not to be missed. Model and activist Arizona Muse and Vogue sustainability editor Dana Thomas will headline this season, offering insightful knowledge into creating a greener industry. On Sunday at 11am, Dana will be live on stage explaining why it’s imperative to be eco-responsible in fashion, from field to form. On Monday at 2pm, Dana will 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.

5. There’s a Sicilian designers showcase


A clutch of Sicilian brands will present their collections at Pure London for the first time courtesty of Regione Siciliana. Many young Sicilian fashion designers are rediscovering the value of craftsmanship and will use the show as a springboard to showcase their creations. Sicily, the largest island in the Mediterranean, is famous for its great artistic, cultural and landscape heritage. Throughout history the island has undergone influences from various populations that have marked its identity. Sicilian traditions have had a strong influence in the field of fashion, inspiring the most famous world fashion designers. Brands showing include Marinella Stornello – Barocco Oro, Danié, Fiori D’Arancio, Curtis, Scocca, Ferdinando Patermo, Factory Melilli, Marianna Vigneri, Syrtaria, Ayoune, Pikla and Federico Price.

6. And jewellery galore!  

Newly launched Pure Jewel, an exclusive area located in the heart of the show, will showcase fine and precious jewellery, silver jewellery, and branded jewellery from across the world with a focus on contemporary, ethical, and sustainable designers. In partnership with key industry associations such as the NAJ, it will include an incredible line-up of up-and-coming and established designers such as Georgia Wang, Cartergore, Kitty Joyas, Love Memories and Silver Kings.

7. Hear business advice from former Liberty boss Ed Burstell

Under its new ‘Empowering Change’ theme, show organisers promise its content programme line-up will be full of insight, newness and trends. Ed Burstell will take to the stage to discuss fashion expansion, growth and bounce back drawing on his near-decade experience at Liberty, which saw double-digit year-on-year growth driven by a renewed focus on young British designers. Meanwhile, Kara MD Alan O’Neill will share his experience supporting iconic brands such as Selfridges, Fenwick, Primark, Ann Summers and Harrods in growing their physical store sales. He says: “This is an exciting time for the live fashion events industry – there is an upbeat mood around returning to the live events and I look forward to speaking to UK fashion retail at Pure London about changes in the retail sector and customer behaviour.”

8. See premium designer collections at Scoop

Premium collections at Scoop

Taking place at Olympia West for the first time, Pure London visitors will be able to peruse Scoop’s premium collections without leaving the building. A host of new designers are set to showcase including Pearl and Caviar, Maurizio Mykonos, Jessica Russell Flint, Naguy Ghobert, Aligne, Azuree Cannes, Lavi Couture, Folklore, Apede Mod and 0711 Tibilisi. Meanwhile, Instagram style guru, professional stylist, and presenter of BBC1’s You Are What You Wear Kat Farmer will be at Scoop on Monday signing copies of her book Get Changed.