Pure London announces new theme ‘Pureism’ for February 2016 show

Pure London has announced its new theme will be ‘Pureism’, with a fresh new look for the February 2016 edition of the show. 

The theme was inspired by trend forecaster WGSN’s AW16 trend ‘Re-master’ and connects this artistic focus with the new look, new layout and the introduction of Menswear.

The new campaign imagery is formed of brushstrokes from Rembrandt paintings, supplied by the Rijksmuseum in Amsterdam. Styled to echo the Pureism shapes and colours, the catwalks, feature areas, as well as live art installations will be seen throughout the show encouraging buyers and visitors to engage with the key trends, discover new and unique brands, and retrieve inspiration.

The new theme is carried across the website which has launched a new ‘wish-list’ feature. The feature will make it easy for buyers and retailers to discover brands through extensive image galleries, and plan their trip ahead of the show.

Melissa Wheeler, FAB chair & retail columnist commented: “The new initiatives for Pure London reflect the larger changes taking place in fashion retail and promise a more holistic approach to the familiar buying show format. The introduction of premium menswear could not be more timely and coupled with constructive disruption of the floor plan, promises to be an exciting one-stop shop for time-starved buyers and fashion entrepreneurs.”

Pure London AW16
14-16 February 2016
London Olympia