Pure London reports buoyant atmosphere and transactional AW15 edition

Last week’s Pure London’s AW15 edition saw both British and international buyers and retailers praise the show’s vibrant atmosphere, with a buoyant attitude across all sections affirming the show’s position as both relevant and transactional.

The three-day show attracted a strong mix of indie UK retailers along with multiples and department stores, all in search of new and inspiring collections for the season ahead.

An initiative for this October’s Pure Shanghai welcomed 20 buyers from key Chinese retailers to the London edition, with significant orders placed with brands across the show.

Focusing on newness for 2015, over 300 new brands in total exhibited across the show, with more than 80 new accessories brands joining the offering, while many strong regulars exhibited alongside brands that made their return after a few seasons’ absence.

Buyers in attendance commented on the quality, curation and diversity of the collections on offer, as well as the new branding and direction that the show had taken.

Lynne Beresford, director of Cardiff-based store, Ushi’s, commented: “Pure London feels refreshed this season. We’ve noticed a lot of new brands and new people, and it’s always great to see the young brands that started out here a few years ago doing so well and growing their collections and stand size each season.”

To support and educate buyers on their AW15 purchasing, Pure London also offered a full programme of seminars and catwalk shows, with over 30 speakers from different sectors across fashion and footwear in the line-up alongside WGSN’s hot-ticket buyers’ briefing. Presented by the global network’s senior editor of retail and buying, Sara Maggioni, the daily talk provided a checklist of the key trends, fabrics, colours and cuts to buy into for AW15.