Pure London visitors feel inspired following AW18 edition

Buyers were left feeling inspired and positive about the upcoming season after attending last week’s Pure London. Visitors shared their excitement at the refreshing mix of big brand names alongside emerging and exclusive designers.

Key takeaways from the three-day event, held at London Olympia, included “sustainability, experimentation, personalisation, collaboration and newness.”

Established for over 20 years, Pure London is highly regarded among industry insiders as the go-to UK trade event for buying and business inspiration.

“We come to Pure London every season to find new brands that will excite our customers,” comments Leona Fallen from McElhinneys in Ireland. Meanwhile, Amy Cook from Eighty Seven in Melbourne, Derbyshire, adds: “I’ve been coming to Pure for five years and we’re after newness, emerging brands and exciting product that sets our boutique apart from others. Pure is essential for our buying calendar.”

Buyers from retailers including M&S, ASOS, Maureen Cookson, Pamela Shiffer and The Dressing Room were treated to inspirational stand designs, with many brands re-creating a store environment to capture the imagination of visitors.

During the Pure London Display Awards held on Sunday evening exhibitors were awarded for their visual merchandising and stand design. Julie Driscoll, managing director of Pure London, said during the ceremony: “Brands make a huge effort to wow their buyers and their efforts have a massive impact on how the show looks and feels. We want take this opportunity to applaud your creativity and celebrate your amazing efforts.”

Rakish Heels received the accolade for overall Best in Show stand winner. “The indulgent, colourful and eccentric vintage concept transformed this blank space into a well thought out and overall best fit out for the brand,” says judge and visual merchandiser David Anthony. “It was a lesson in how to make your product stand out from the crowd – it popped!”

Pure London also provides an arena for networking, which often leads to creative and exciting collaborations. Mashizan Masjum, creative director of luxury footwear brand Mashizan, met Ann Edwards from ethical handbag brand Mame Haku last season; they are now collaborating on an exclusive collection due to launch for AW18.

Newly launched sourcing and manufacturing sector Origin had a high turn out from buyers from Burberry, Tesco, Sainsbury’s, Harvey Nichols and organisers received positive feedback about its educational content programme.

During Monday’s Main Stage panel discussion on Sustainability: 2018’s Biggest Trend, several industry insiders discussed the increased consumer engagement in product provenance and ethics, stating that reverse mentoring will see Millennials demanding sustainability. Meanwhile, Jonathan Ivelaw-Chapman from Sedex, inspired by the film Lion, urged brands during his talk on Achieving Transparency on a Global Scale to take to Google Earth to trace the origin of their products.

The next edition of Pure London and Pure Origin takes place at London Olympia from 22 – 24 July 2018. For more information, visit www.purelondon.com