Pure London: internationality,
sustainability and trends

A new vision for the future of fashion

The three days of brisk business of Pure London, the UK’s leading fashion buying show, have setted out the vision for the future of fashion at the show, revolving around three key pillars that differentiate it: international, sustainability, and trend-led, inspiring and educative content. With the successful introduction of Pure Jewel, created to respond to the changing requirements of fashion retailers looking to boost their jewellery offering to incorporate more fine jewellery, Pure London now offers an enticing mix of fashion and fine jewellery and access to fashion, accessory and lifestyle retailers.

The show’s international proposition has been very well-received, and sustainability continues to build as a top priority for retailers and brands. The show guide provided an easy way to discover brands with sustainable credentials by featuring the SDG (Sustainable Development Goals) icon in their exhibitor listing. Looking ahead to February 2023 and beyond, Pure London announced the launches of Purely Sustainable, Pure Edge, and Source Fashion, as well as a development of the subsectors within the Womenswear destination to include Premium, Gen Z, and Pure Body.

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