Pure London unveils key SS24 collections, trend predictions and business insight to buyers

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Buyers from fashion indies including Jane Davies, Velvet and Rose, Jules B, Pamela Schiffer and Galeries Lafayette attended Pure London at Olympia this week to source new products and discover the latest trends.

The show, which hasn’t yet returned to its pre-pandemic scale, presented around 250 brands on the ground floor of Olympia’s Grand Hall. Exhibitors were split into six destinations: Womenswear, Sustainable, Pop, Jewellery, Accessories and Shoes, with key brands including Gomaye, Compania Fantastica, Desigual, Frnch, Glamorous, City Goddess, Grace and Mila, Joules, Luella, Lily and Me, One Hundred Stars and Onjenu.

Pure London’s catwalk and seminar programme, meanwhile, gave attendees insight into SS24/25 trends and business developments. Highlights included a presentation from the winners of Graduate Fashion Week, trend discussions from forecaster and Vesuvius founder Malaika Ewande, an insightful panel discussion on consumer behaviour with cognitive psychologist Dr Carolyn Mair as well as a keynote speech by retail legend George Davis. Indie retailers Lesley Farrow of Niche, Velvet and Rose’s Shirley Leader and Abigail Edmunds from Domino Style also took to the stage to discuss how small businesses can thrive in the current climate.

Event director Gloria Sandrucci says the main focus was on newness this season, with the show’s overarching SS24 theme Nature-Verse carried across its content, brands and styling. There was also a clear emphasis on environmentally friendly fashion with a dedicated Sustainability destination supported by #togtherband by Bottletop and offering eco conscious brands and advice for retailers.

 “I have been blown away by the overwhelmingly positive response from buyers this season,” she says. “They have been commenting on the amazing new brands and added extras you get when visiting Pure London such as the catwalk, the information on trends and the line-up of speakers. We have created something truly fresh and I, and the whole team at Pure London, look forward to continuing the journey next season.”

Attending buyers offered positive feedback on the show’s new layout, vibrant atmosphere and the quality and variety of the international brands: “This season is much bigger, there are lots of great brands and some new and interesting that we have not seen before,” said Domino Style director Abigail Edmunds. “Plus, it’s great to see some of the old favourites back.” Jane Davies from Jane Davies added: “We see a lot of brands in showrooms but always come to Pure London to pick up a wildcard. We came today looking for womenswear and found some beautiful accessories. We loved Alexandra Tsoukala!”

The next edition of Pure London will take place at Olympia from 11-13 February 2024.