Trade fashion event Pure London announces the launch of a new show in February 2011, dedicated to the needs of retailers and brands from the young fashion industry. The show, to be called Pure Spirit, will sit alongside and run simultaneously to Pure London attracting more buyers than ever before.

Pure London, July 2010

As Pure London grows from strength to strength and with the Young Fashion Hall bursting at the seams, February 2011 will see the expansion of Pure Spirit and Label into Earls Court.

Over 150 brands have already shown strong interest in the show signing a priority booking form including, Desigual, Pepe Jeans, Bench, Fornarina, Pink Soda, Rare, and Orion London.

Mukesh Desai from Pepe Jeans commented on July's Pure London, “We have had a good show, opening 15–20 new accounts with many more to follow up. It has had a great buzz and energy. The plans for a dedicated show are exciting; it is what the industry needs.”

With a new layout, Pure London are investing £1million in creating an unmissable fashion event to please the 81 %* of young fashion buyers who would prefer a show with a fresh, bespoke identity and 89%* who agreed that the young fashion market needs its own dedicated show.

Samantha Bleasby, Event Director commented “The new launch allows us to give more focus and identity to the young fashion industry.”

Pure Spirit will take place in Earls Court One 13th – 15th February and Pure London at Kensington Olympia from the 13th – 15th February 2011.


*Pure London surveyed 860 buyers and over 70 brands