Pure London to focus on premium French brands for February show


Set to unveil its new-look show when it opens its doors next month, Pure London organisers have announced that the exhibition will now focus on one nominated country each season – with French designers set to shine first.

The February show (9-11) will feature “a large number of premium French brands”, which will be housed in both the newly formed Agenda section as well as throughout the rest of the show.

Buyers will be able to see over 35 of the country’s “most sought- after labels” for AW14 and SS14 including IKKS, Paul and Joe, Petit Bateau, Lilith, Grace and Mila, Nat and Nin, Leo Guy and Blanc du Nil.

The move follows major investment from Pure London’s parent company i2i Events, which has seen organisers revise the show format “to create a focused and inspirational buying experience.”