Buyers brave Storm Ciara and travel chaos to attend Pure London

It was business as usual at Pure London this week as thousands of buyers braved storm Ciara to find their next season best sellers. The three-day event took place at Olympia and was attended by visitors from over 80 countries, which included buyers from UK indies Sunday Best, The Dressing Room, Pamela Shiffer and Jules B.

With over 1,3000 inspirational collections on offer alongside an insightful content programme, attendees weren’t dampened by extreme weather across the UK or the travel chaos that ensued.

Martin Arnold, Fashion Portfolio Director at Hyve Group plc, comments: “Buyers really made the effort this season highlighting the importance and relevance that Pure London has in the buying calendar. Even with trains and flights cancelled due to the weather they showed the true grit of UK fashion to keep it business as usual, demonstrating the resilience of the market.”

The AW20/21 catwalk shows and Unique Style Platform trend presentations were particularly popular among visitors while talks on the Nomad and Origin Stages were delivered to packed audiences. Over 2500 people digested topics focused on sustainability, authenticity, visual merchandising, textile production and fabric life-cycles, garment marking, sourcing advice, industry standards, fashion-tech innovation, forecasting, inclusivity and empowerment, as well as a daily morning briefing outlining the unexpected benefits of Brexit and a workshop session on building business strategy. 

Trend partner Unique Style Platform outlined the macro trends for the AW20/21 season, highlighting a younger generational divide of Greta Thunberg vs Love Island groups – those fighting fast fashion opposed to those over-consuming it. Jane Kellock, founder and creative director of USP, says: “We are entering an era of extremes and conflict in society. AW20/21 is about finding balance.” The four key trends, Hibernate, Attune, Opulence and Nu-Tech were brought to life on the catwalk with a showcase of exhibiting brand collections. 

Show organiser, Hyve Group plc, announced a number of changes for the July 2020 show. As it powers forward with its commitment to sustainable fashion in partnership with the Conscious Fashion Campaign and the Sustainable Development Goals, Pure Conscious will move from the National Hall to the front of the Main Hall, making it the first stop for buyers as they enter the show. Pure Jewels launches for 2020 providing an area for fine jewellery and watches as well as jewellery components and gems.

The next edition of Pure London takes place on the 19 – 21 July 2020 at Olympia London.