What to expect at the SS20 edition of Pure London

Taking place this weekend at Olympia, this season’s Pure London will present the latest collections from over 700 brands alongside key SS20 trends, inspirational catwalk shows, sustainable styling sessions, retail innovations and thought-provoking educational content. Keynote speakers are set to include TV personality and Savile Row tailor Patrick Grant and Vivienne Westwood’s Head of Couture Brigitte Stepputtis.

With an enduring focus on supporting and championing responsible fashion and sustainable brands, the show’s Pure Conscious section continues to offer the best in ethical fashion. Eco champion People Tree returns this season and will sit alongside the likes of Ulsto, Komodo, Menestho, Mimush, Scarabaeus Sacer, and Raw Angel Apparel.

Other exciting new Premium and Ready to Wear womenswear brands at July’s show include Nightporter, Magnolia Pearl, Valentina Poltronieri, Caraclan, Two Point Two, Yaaf London, Hera Concept, Lang N Lu and Concreto. They will be presented alongside Pure London favourites Religion, Thais and Stroe, Vilagallo, Bitte Kai Rand, Thought, Sofie Schnoor, indi and Cold, Moutaki, Soaked in Luxury, Nice Things, Onjenu, Yerse, Saint Tropez and Godske. Meanwhile, after a successful first season in February, Mos Mosh returns with its sought-after collection of luxury jeans, tailoring, delicate tops, rugged jackets and fine leather garments.

Buyers can also expect to find striking new accessories and footwear brands at this month’s edition including Decielis, iDeal of Sweden, Kookii B, and Fay Bijoux. Returning footwear and accessory favourites include Bulaggi, CARA, Alpe, Ipanema, One Hundred Stars, Lemon Collections, Powder, Tilley and Grace, Belle and Flo, Eliza Gracious, Seeberger, Sence Copenhagen, Nour, Big Metal, Love Rocks, and Christina Brampti.

Gen Z continues to offer a platform for young fashion, bursting with of-the-moment trend-led ready-to-order fashion and street style collections from brands such as Bench, Ragged Priest, Cubic, Glamorous, Compania Fantastica, Amy Lynn, and Collectif Vintage.

Lastly, The Power of One campaign continues this season, highlighting the simple changes that can make a big difference. Guided by the United Nations Global Goals for Sustainable Development (SDG’s) and the Conscious Fashion Campaign and Common Objective, Pure London aims to educate on key issues, highlight  solutions, spark conversations and encourage the industry to take small yet powerful steps towards a sustainable future. 

Visit Purelondon.com for more information and highlights from the latest show.