Pure London announces major changes for February show

Pure London organiser the Hyve Group has announced several shake-ups to the show’s February content with a re-edited floorplan, dedicated stages for trend inspiration and education, a new optimised website platform and an omni-channel strategy.

The show’s main ground floor will include sustainable brand sector Pure Conscious alongside Pure Man, Bubble and Gen Z as well as a new Pure Body section. The changes have been designed to “elevate the visitor experience” and aid busy buying teams while “allowing retailers to explore new sectors and experience the show in a different way.”

Meanwhile, visitors will also see a revamped content stage concept. On the Main Stage, visitors will be presented with a visual trend hub offering back to back catwalk shows and trend presentations. The Future Stage in the National Hall has been renamed the Nomad Stage, offering a dedicated platform for industry leaders to discuss global topics, share their stories and offer practical business advice.

Lastly, the show has also unveiled its newly optimised website. Acting as a global fashion resource available throughout the year, the show’s omni-channel content strategy and new website “aims to unite brands with buyers while offering inspiration, education, industry insights and trend-led content that mirrors the seasonal on-site experience.”