Pure London unveils new logo and reveals the first names to sign-up to rebranded sections


Pure London, the premier event for progressive fashion buyers, has unveiled a new logo and revealed the names of the first brands that have signed-up to its rebranded sections for the AW14 show.

The trade show, which is set to return to its roots for the February 2014 edition, following major investment from parent company i2i Events, will see premium brands, emerging designers and trusted sector expertise brought together to a create a focused and inspirational buying experience.

At the heart of this will be Pure London’s five re-edited sections; Aspire, Agenda, Allure, Spirit and Footwear & Accessories.

Aspire will see relaxed modern and feminine pieces as weekend staples are mixed in with on-trend workwear. Brands already signed-up to exhibit in Aspire include Darling, Eva Tralala, Gaudi, Ya Ya and Almost Famous.

Agenda will bring together the best in understated sophistication with a mix of cool casual pieces with a distinctive confident edge, combined with fashion-forward hero pieces. Charli and Josie, are just a few of the brands set to showcase their collections in this section.

In Allure stylish daywear staples will be showcased alongside inspirational evening and occasionwear. Already signed-up to reveal their AW14 collections are Montique, Michaela Louisa and Eden Rock.

Synonymous with directional chic streetwear, Pure London’s Spirit section will continue in its current form incorporating everything from directional to retro style with brands including Forever Unique, Ruby Rocks, Silvian Heach, Bariano and Numph already all on-board.

For the first time at the February 2014 edition of Pure London, Footwear & Accessories will be combined into one carefully edited area revealing the best in must-have fashion footwear and statement accessories from brands such as Sam Ubhi, Fly London , Ruby + Ed and French Connection Footwear.

Last week, Pure London revealed that award-winning designer Justin Southgate has been appointed to provide a new creative ambience for the show that is conducive to a focused buying experience across all of the show’s five sections.

Julie Driscoll, Portfolio Director of Fashion and Jewellery at Pure London’s parent company, i2i Events Group, said: “The five distinct areas of Pure London have been tailored to meet the needs of buyers ranging from independents through to major multiples and etailers.

“Buyers visiting Pure London will find the show easy to navigate and the collections will be edited in such a way that they can see, at a glance, the over-riding trends in each section.”

Pure London provides all brands selected to exhibit with access to a large, powerful buyer base. In August this year, over 9,000 fashion buyers attended Pure London, making it the UK’s largest trade event where over £152m of orders are placed at, or as a result of attending, the event.


The AW14 edition of Pure London takes place from 9 – 11 February at London Olympia.  www.purelondon.com