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Pure London

Over 1,000  brands, inspiring catwalks and collections from top designers and emerging talents at the UK’s Leading fashion buying event. fashion writer Laura Crichton reveals the latest style trends.

This summer the UK’s leading fashion buying event, Pure London, is expecting to welcome over 13,000 buyers from all over the world giving them the opportunity to get the fashion low down on must have trends of the moment and for next season.

The trade only event, which takes place at Olympia in Kensington from August 19 to 21, will provide retailers with an inside look at the fashion forecast for coming months. This ensures the latest trends are fresh from the catwalk and ready to buy in no time.

During its last show case in February, Pure London was host to some of the most established designers on the scene. Local brand Ruby and Ed of Melton Mowbray was there displaying its unique range in luxury loungewear. From ballerina slippers to silk tunic kaftan dresses, it proposed that staying in really is the new going out.

The brand’s product development manager, Laura Gurney, said: “We had lots of interest from potential  buyers.  It was rewarding knowing Ruby and Ed’s products were appreciated by some of the most top retailers around.”

Trousers are the ultimate in versatility so buyers can expect to see contemporary designs making a bold impression at Pure London this August. Event organisers are expanding the venue so even more brands can have their moment in the spotlight.

One such brand that will be making full use of the occasion is Wondaland.  It takes its vintage inspiration from the 60s with its collarless coats and boxy wool shift dresses. Vintage fashion has become increasingly popular over the past few years, so Wondaland’s stand is bound to receive approval from retailers.


Add the following dates to your diary:

  • Sunday 19 August: 9.30am – 6pm
  • Monday 20 August: 9.30am – 6pm
  • Tuesday 21 August: 9.30am – 4pm


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