What to expect at Pure London (including the temperature inside Olympia)


Opening this Sunday, Pure London and Pure Origin will present an inspirational line-up of British and global brands and manufacturers at Olympia. Exhibitors preparing for the show include Penny Black, Persona by Marina Rinaldi and EMME Marella from the Max Mara Group, Jayley, One Hundred Stars, La Fee Maraboutee, Yerse, Zen Ethic, Lu.el, Access, Bl^nk, Anokhi and hundreds more. Its content programme also features heavyweight industry speakers including Arizona Muse and Dana Thomas as well as inspirational trend presentations and catwalk shows.

Returning after a two-year hiatus due to Covid, the show has exceeded its international targets with hundreds of global businesses flocking to the UK to meet buyers. Dedicated Country Pavilions from over 30 countries will showcase a collection of leading producers, manufacturers and designs from Peru, Madagascar, North Macedonia, Uzbekistan, Hong Kong, Poland, Turkey, Spain, Italy, South Africa, India, Romania, Jordan and many more.

Pure London returns to Olympia

Event director Gloria Sandrucci says: “It’s been the most extraordinary two years and Pure London has been sorely missed by many. There is a palpable appetite for its return and a genuine excitement to get back to Olympia for one of the UK’s most inspiring and forward-thinking fashion trade shows. It is the home of fashion, the home of jewellery, and we are back to serve our industry offering a platform for global brands and designers. We return with our commitment to offering a truly global show firmly in place.

“Not only do we present a curated edit of womenswear, accessories, jewellery and footwear, but we are renowned for offering our visitors the best trend presentations, insightful and inspirational speakers, trend-led catwalk shows, and support and guidance on sustainability and other key issues facing our audience.”

Heatwave concerns

Sandrucci adds in relation to expected high weather temperatures over the weekend: “We are working closely with Olympia as a result of the recent weather forecasts and are happy to confirm the confidence we have in being able to provide a comfortable environment for our event. I can’t wait to welcome everyone back and experience the buzz of the show floor again. There is no similar or practical alternative to in person events, buyers need to see and feel the collections, talk and network, and see the new season come to life. Pure London delivers that and so much more.”

Pure London’s catwalk

Newness abounds with a new trend agency partner Promostyl delivering unmissable presentations on the forthcoming trends; the launch of Pure Jewel with a curated space showcasing fine and precious jewellery, silver jewellery and branded jewellery from across the world; and Design Lab for up-and-coming new designers. Further announcements on new destination areas launching for the February 2023 event will also be revealed at the show.

One of the show’s most popular highlights for visitors is its catwalk presentations, which organisers confirm will take place three times a day. Each show will bring to life the SS23 season with key pieces from exhibitors edited and styled on models.

New designers

Design Lab gives a platform for new designers to bring their collections to life and tell their story. For many it is the first time they have shown at an exhibition or the UK. Brands showing include Cotswold Knit by Anna Wheeler who has worked for the likes of Missoni, Whistles, Donna Karan and Alexander McQueen; Róu So, a Hong Kong-based contemporary fashion brand with a radical commitment to sustainability; and Pantee, which makes all its underwear sets from deadstock t-shirts.

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Targeting sourcing directors, designers, buyers and brands, Pure Origin brings the fashion supply chain under one roof and is the gateway for global fabric manufacturers to break into the UK retail market. From Peru to Nepal and India to the UAE, it provides an unprecedented choice of fabrics for the UK fashion community to responsibly source and create their next collections and best-selling ranges.

Twenty country pavilions including the UK, Pakistan, Bangladesh, North Macedonia, Turkey, Peru, UAE, Italy, Madagascar, Jordan, China, Hong Kong, Uzbekistan, Japan, India, and Malaysia, will feature a variety of manufacturers and suppliers, with many presenting in the UK for the first time.

Visitors are invited to The Catwalk on Monday at 5pm for the Source Launch Party where more details and the future of Pure Origin will be revealed.