Pure London announces floor plan reshuffle for February

Pure London has announced it will be refreshing its layout for this February’s edition as a surge of new brands sign up to showcase 20their collections.  New labels include Parka London, Lauren Vidal, MOS MOSH, Jolie Garance, Aggel Knitwear, and Jovani. Strongest growth from overseas brands comes from France, Turkey and Greece.

MD Julie Driscoll comments: “The show must go on! We are at a crossroads in terms of Brexit uncertainty and in the way the fashion industry works but Pure London is demonstrating that not only can we make a stand for better practices in fashion, we can provide a space for the most inspirational, creative and exciting brands and designers to showcase their wares. The February show will offer visitors a host of new brands and we are really looking forward to revealing our floorplan re-edit which will freshen the show, offer new discoveries, and give the space new life.”

Pure London’s strongest sector growth area is the newly created Gen Z section offering trend-led street style and unisex collections. New brands include Spill The Tea, Odd Color Studio, Peace & Chaos, Mr. Gugu and Sera Ulger. Returning regulars previously in Spirit include Compania Fantastica, Cubic Original, Danity, Urban Bliss, Glamorous, Angeleye, The Pretty Dress Company, and Amy Lynn.

Returning womenswear favourites include Emme Marella, Yerse, Elemente Clemente, Pour Moi, KAFFE, Chrisper, Camelot, Mes Soeurs et Moi, NISSA, Paolo Petrone, Nomads Clothing, Naudic, Clara Kaesdorf, Carla Ruiz, and Bl^nk.

Athleisure shows no signs of slowing down and this February the section re-launches and doubles in size, moving to a more prominent space upstairs between the Grand Hall and the Gallery Hall. Brands to look out for include Baya, Jilla Active, NUX, Commando, Terra Dea, Meld Apparel, Noomie, Blood Red, and Luna & Noon.

The newly launched Bubble at Pure London sees Ty Toys showcasing a variety of products from the exciting new Ty Fashion range which comprises of backpacks, shoulder and clutch bags, wristlets, slippers, sliders, make up bags and more. Other brands to check out include Zoe Grados, Chloe Ann, Agatha Ruiz, and Little King.

The next Pure London and Pure Origin takes place at London Olympia from the 10th – 12th February 2019. Visit www.purelondon.com for further information